Montblanc vs Secrid:Which is more popular?
In September 2026, Secrid had more branded searches than Montblanc among wallet brands worldwide. Secrid had about 307,000 branded searches, while Montblanc had 33,100. Secrid made up 14.2% of all wallet brand searches we track, and Montblanc accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about wallet brands, Montblanc and Secrid each appeared in three of the five answers. Montblanc and Secrid were each mentioned first in two of the four answers that named either.
Who do people search for more?
Secrid, about 9 searches for every 1 for Montblanc
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top wallet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Montblanc and Secrid were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Montblanc and Secrid were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Ridge5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bellroy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Secrid3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Montblanc3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fossil2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bottega Veneta2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about wallet brands
5 answers
Asked ChatGPT
“Which wallet brand should I buy?”
Asked ChatGPT
“What are the best wallet brands?”
Asked ChatGPT
“What's the best wallet brand for everyday carry?”
Searched Google, AI Overview
“wallet brands”
Searched Google, AI Overview
“best wallet”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Montblanc or Secrid more popular in search?
This chart shows how often people search Google for Montblanc and Secrid by name. Each line represents a brand's share of searches for all seven wallet brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Secrid, Montblanc. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fossil | Ridge | Secrid | Bellroy | Herschel | Montblanc | Bottega Veneta |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.4% | 26.9% | 12.9% | 9.9% | 6.6% | 1.6% | 0.73% |
| Nov 2025 | 35.2% | 33.4% | 15.7% | 8.4% | 5.7% | 1.1% | 0.51% |
| Dec 2025 | 34% | 37% | 13.5% | 8.1% | 5.4% | 1.3% | 0.73% |
| Jan 2026 | 43.6% | 25.7% | 13.1% | 8.6% | 7% | 1.4% | 0.63% |
| Feb 2026 | 43.2% | 28.2% | 11.1% | 8.5% | 7% | 1.4% | 0.62% |
| Mar 2026 | 39% | 31.1% | 11.7% | 9.4% | 6.3% | 1.5% | 1% |
| Apr 2026 | 41.5% | 27.1% | 12.4% | 10% | 6.7% | 1.3% | 0.9% |
| May 2026 | 39.6% | 31.6% | 10.7% | 9.5% | 6.4% | 1.6% | 0.7% |
| Jun 2026 | 34.7% | 30.9% | 15.4% | 10.1% | 6.8% | 1.4% | 0.74% |
| Jul 2026 | 36.5% | 29% | 12.7% | 10.7% | 8.8% | 1.4% | 0.96% |
| Aug 2026 | 36.1% | 28.7% | 11.8% | 10.6% | 10.6% | 1.4% | 0.78% |
| Sep 2026 | 38.8% | 27.9% | 14.2% | 9.3% | 7.6% | 1.5% | 0.69% |
How has the Montblanc and Secrid comparison changed over the last 12 months?
3 findings
- Secrid was ahead of Montblanc in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Montblanc’s share of searches among wallet brands worldwide moved from 1.6% to 1.5%, and its estimated monthly branded searches held steady at 33.1K.
- Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands worldwide moved from 12.9% to 14.2%, and its estimated monthly branded searches moved from 262K to 307K.
How did search popularity change for wallet brands worldwide in September 2026?
1 change
In September 2026, Secrid gained share of searches among wallet brands worldwide, from 11.8% to 14.2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Montblanc’s and Secrid’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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