SOG vs Victorinox:Which is more popular by branded search?
In August 2026, Victorinox had more branded searches than SOG among multitool brands worldwide. Victorinox was estimated to have 455K branded searches compared to SOG’s 110K, and held a 45.5% Share of Search versus SOG’s 11%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, SOG or Victorinox?
Compare the multitool 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 Victorinox, SOG. The figures are in the table below the chart.
View monthly share of search table
| Month | Victorinox | Leatherman | SOG | Gerber | Nextool |
|---|---|---|---|---|---|
| Oct 2025 | 46.6% | 37.8% | 9.2% | 4.2% | 2.3% |
| Nov 2025 | 43% | 42.5% | 8.5% | 4.7% | 1.4% |
| Dec 2025 | 47.4% | 38.3% | 7.7% | 5.2% | 1.5% |
| Jan 2026 | 44.4% | 35.9% | 13.2% | 4.8% | 1.8% |
| Feb 2026 | 44.4% | 35.9% | 13.1% | 4.8% | 1.8% |
| Mar 2026 | 45.6% | 36.9% | 11% | 5% | 1.5% |
| Apr 2026 | 40.5% | 40.1% | 12% | 5.4% | 2% |
| May 2026 | 45.4% | 36.8% | 11% | 5% | 1.8% |
| Jun 2026 | 45.6% | 36.9% | 11% | 5% | 1.5% |
| Jul 2026 | 45.4% | 36.8% | 11% | 4.9% | 1.8% |
| Aug 2026 | 45.5% | 36.8% | 11% | 4.9% | 1.8% |
| Sep 2026 | — | — | — | — | — |
How has the SOG and Victorinox comparison changed over the last 12 months?
3 findings
- Victorinox was ahead of SOG in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, SOG’s estimated Share of Search among multitool brands worldwide moved from 9.2% to 11%, and its estimated monthly branded searches held steady at 110K.
- Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among multitool brands worldwide moved from 46.6% to 45.5%, and its estimated monthly branded searches moved from 555K to 455K.
How did search popularity change for multitool brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Victorinox worldwide fell 18% over 11 measured months, from 555K to 455K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using SOG’s and Victorinox’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.
SOG
1 branded search term
- sog
Victorinox
3 branded search terms
- kitchen knives victorinox
- victorinox
- victorinox com
Put your own brand in this comparison
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