Brandwave

Swarovski vs Van Cleef & Arpels:Which is more popular?

In September 2026, Swarovski had more branded searches than Van Cleef & Arpels among jewellery brands worldwide. Swarovski had about 4.1 million branded searches, while Van Cleef & Arpels had 450,000. Swarovski made up 34.4% of all jewellery brand searches we track, and Van Cleef & Arpels accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Van Cleef & Arpels appeared in three of the five answers and Swarovski in one. Van Cleef & Arpels was mentioned before Swarovski in every answer that named either.

Among jewellery brands worldwide in September 2026

Who do people search for more?

Swarovski, about 9 searches for every 1 for Van Cleef & Arpels

Swarovski 4.1M searchesVan Cleef & Arpels 450K searches

Who does AI mention more?

Van Cleef & Arpels, mentioned in 3 of 5 answers, Swarovski in 1

Van Cleef & Arpels in 3 of 5Swarovski in 1 of 5

Who does AI recommend more?

Van Cleef & Arpels, named ahead of Swarovski in 3 of 3 answers

Van Cleef & Arpels first in 3Swarovski never first

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Van Cleef & Arpels was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Swarovski was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Van Cleef & Arpels was listed before Swarovski in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cartier1st
  2. Tiffany & Co.2nd
  3. Mejuri3rd
  4. Van Cleef & Arpels4th
  5. Pandora5th
  6. Bulgari6th
  7. Gorjana7th
  8. Missoma7th
  9. Harry Winston9th
  10. +2 more
  11. Swarovski12th
  12. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cartier4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tiffany & Co.4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mejuri4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Van Cleef & Arpels3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bulgari3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • David Yurman2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gorjana2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harry Winston2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Swarovski1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about jewellery brands

5 answers

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 19, 2026.

Is Swarovski or Van Cleef & Arpels more popular in search?

This chart shows how often people search Google for Swarovski and Van Cleef & Arpels by name. Each line represents a brand's share of searches for all 13 jewellery brands we track, month by month, from English-language searches worldwide.

Swarovski and Van Cleef & Arpels among jewellery brands worldwide, by month

Share of searches by month for Swarovski, Van Cleef & Arpels. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiCartierPandoraTiffany & Co.David YurmanVan Cleef & ArpelsMejuriBulgariGorjanaHarry WinstonMissomaCatbirdMeadowlark
Oct 202531.6%25.9%12%12.8%4.3%2.8%3.5%2.8%1.9%1.6%0.57%0.27%<0.01%
Nov 202533.9%18.6%19.2%11.1%4.6%2%4.6%2%2%0.91%0.75%0.32%<0.01%
Dec 202534.8%15.6%21.3%11.4%5.7%2.1%3.1%2.1%2.1%1.1%0.51%0.26%<0.01%
Jan 202634.9%23.4%13.2%11.5%4.7%2.6%3.1%2.6%1.7%1.4%0.52%0.26%<0.01%
Feb 202638.1%20.9%12.7%12.5%4.2%2.3%3.4%2.3%1.9%1%0.46%0.24%<0.01%
Mar 202634.1%22.9%12.9%11.3%4.6%3.1%3.8%3.1%2.1%1.4%0.62%0.27%<0.01%
Apr 202633.5%22.5%11.3%13.4%5.5%3%3.7%3%2%1.4%0.5%0.26%<0.01%
May 202634.6%23.2%14.1%11.3%4.7%2.5%3.1%2.5%2.1%1.1%0.51%0.27%<0.01%
Jun 202633.6%22.5%15.6%11.2%4.5%3%3%2.5%2%1.1%0.61%0.26%<0.01%
Jul 202633.5%22.5%13.7%13.2%4.5%3%3%2.5%2%1.1%0.61%0.32%<0.01%
Aug 202633.4%22.4%12.7%13.2%4.5%3%3.7%2.5%2.5%1.3%0.6%0.26%<0.01%
Sep 202634.4%23.1%13%11.1%4.6%3.8%3.1%2.5%2.1%1.4%0.62%0.22%<0.01%

How has the Swarovski and Van Cleef & Arpels comparison changed over the last 12 months?

3 findings

How did search popularity change for jewellery brands worldwide in September 2026?

2 changes

  1. In September 2026, Van Cleef & Arpels overtook Mejuri to rank 6th among jewellery brands worldwide, with 3.8% of the searches.

  2. In September 2026, Swarovski gained share of searches among jewellery brands worldwide, from 33.4% to 34.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Swarovski’s and Van Cleef & Arpels’ 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.

Swarovski

1 branded search term

  • swarovski

Van Cleef & Arpels

1 branded search term

  • van cleef and arpels

How the Brand Demand Index is measured

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