Rolex vs Seiko:Which is more popular by branded search?
In August 2026, Rolex had more branded searches than Seiko among luxury watch brands worldwide. Rolex was estimated to have 4.1M branded searches compared to Seiko’s 1.8M, and held a 57.3% Share of Search versus Seiko’s 25.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Rolex or Seiko?
Compare the watch brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Rolex, Seiko. The figures are in the table below the chart.
View monthly share of search table
| Month | Rolex | Seiko | Tissot | Citizen | Omega |
|---|---|---|---|---|---|
| Oct 2025 | 57.3% | 25.6% | 17.1% | 0.04% | <0.01% |
| Nov 2025 | 57.2% | 25.6% | 17.1% | 0.05% | <0.01% |
| Dec 2025 | 60% | 22% | 18% | 0.03% | <0.01% |
| Jan 2026 | 57.2% | 25.6% | 17.1% | 0.05% | <0.01% |
| Feb 2026 | 62% | 22.8% | 15.2% | 0.04% | <0.01% |
| Mar 2026 | 57.3% | 25.6% | 17.1% | 0.04% | <0.01% |
| Apr 2026 | 60% | 22% | 17.9% | 0.04% | <0.01% |
| May 2026 | 55.1% | 24.6% | 20.2% | 0.06% | <0.01% |
| Jun 2026 | 52.3% | 28.6% | 19.1% | 0.04% | <0.01% |
| Jul 2026 | 55.2% | 24.7% | 20.1% | 0.04% | <0.01% |
| Aug 2026 | 57.3% | 25.6% | 17.1% | 0.04% | <0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Rolex and Seiko comparison changed over the last 12 months?
3 findings
- Rolex was ahead of Seiko in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Rolex’s estimated Share of Search among luxury watch brands worldwide held steady at 57.3%, and its estimated monthly branded searches held steady at 4.1M.
- Across the 11 months ending August 2026, Seiko’s estimated Share of Search among luxury watch brands worldwide held steady at 25.6%, and its estimated monthly branded searches held steady at 1.8M.
How did search popularity change for luxury watch brands worldwide in August 2026?
2 changes
In August 2026, Rolex gained estimated Share of Search among luxury watch brands worldwide, from 55.2% to 57.3%.
In August 2026, Seiko gained estimated Share of Search among luxury watch brands worldwide, from 24.7% to 25.6%.
How each brand is measured
Brandwave collects information about searches that people make online using Rolex’s and Seiko’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.