How popular isApple Watch?
In September 2026, people searched for Apple Watch by name about 48,000 times in New Zealand, a 17.1% increase from the previous year. These searches made up 35.2% of all New Zealand smartwatch and fitness tracker brand searches, placing Apple Watch first out of nine brands. When we asked both ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Apple Watch appeared in all answers and was the fifth most recommended of the nine.
Apple Watch is the most searched of 9 competitors and the fifth most recommended in AI answers.
Apple WatchShare of searches 35.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
GarminShare of searches 32.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
FitbitShare of searches 11.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
OuraShare of searches 9.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
WHOOPShare of searches 5.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Apple Watch appeared in all four answers. Apple Watch is the fifth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Garmin1st
- Fitbit2nd
Huawei3rd
Samsung Galaxy Watch4th- Apple Watch5th
Polar6th- WHOOP7th
- Oura–
COROS–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Garmin4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Fitbit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Samsung Galaxy Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Huawei3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- WHOOP1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Polar1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Oura0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- COROS0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about smartwatch and fitness tracker brands
4 answers
Asked ChatGPT
“Which smartwatch or fitness tracker brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best smartwatch and fitness tracker brands in New Zealand?”
Asked ChatGPT
“What's the best smartwatch or fitness tracker brand in New Zealand for fitness tracking?”
Searched Google, AI Overview
“smartwatch brands”
Searched Google, AI Overview
“fitness watch nz”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which smartwatch and fitness tracker brands compete with Apple Watch?
Share of searches by month for Apple Watch, Garmin, Fitbit, Oura, WHOOP, COROS, Huawei. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Garmin | Fitbit | Oura | WHOOP | COROS | Huawei | Samsung Galaxy Watch | Polar |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.2% | 35.4% | 11.1% | 6.4% | 4.7% | 2.1% | 2.1% | 1.8% | 0.25% |
| Nov 2025 | 34.8% | 35.8% | 10.6% | 8.7% | 4.4% | 1.7% | 2% | 1.8% | 0.24% |
| Dec 2025 | 38.6% | 32% | 10.6% | 8.6% | 4.4% | 1.5% | 2.4% | 1.8% | 0.19% |
| Jan 2026 | 29.6% | 36.8% | 11.3% | 9.5% | 6.5% | 2.1% | 2.1% | 1.9% | 0.27% |
| Feb 2026 | 34.4% | 35.8% | 10.9% | 7.7% | 5.7% | 1.9% | 1.7% | 1.6% | 0.25% |
| Mar 2026 | 32% | 39% | 10.4% | 7.1% | 5.1% | 2.2% | 1.8% | 2% | 0.29% |
| Apr 2026 | 29.9% | 38.6% | 11.2% | 8.1% | 5.9% | 2.3% | 2.2% | 1.6% | 0.27% |
| May 2026 | 28.2% | 38.7% | 12.6% | 9.3% | 5.7% | 2.1% | 1.7% | 1.5% | 0.25% |
| Jun 2026 | 29.9% | 33% | 13% | 14.1% | 4.7% | 1.8% | 1.7% | 1.6% | 0.23% |
| Jul 2026 | 30.1% | 34.2% | 11.5% | 11.9% | 5.9% | 2% | 1.8% | 2.4% | 0.23% |
| Aug 2026 | 30.9% | 35.5% | 11.8% | 10.5% | 5.1% | 2.4% | 1.9% | 1.7% | 0.24% |
| Sep 2026 | 35.2% | 32.2% | 11.2% | 9.8% | 5.7% | 2.1% | 2.1% | 1.3% | 0.22% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 35.2% | 48K | +25.2% | +4.3 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 32.2% | 43.9K | -0.25% | -3.3 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 11.2% | 15.3K | +4.6% | -0.6 points | |
| 4, held 4th | 9.8% | 13.4K | +3.2% | -0.6 points | |
| 5, held 5th | 5.7% | 7.8K | +24.3% | +0.7 points | |
| 6, held 6th | 2.1% | 2.9K | -1% | -0.2 points | |
| 7, held 7th | 2.1% | 2.9K | +20.8% | +0.2 points | |
| 8, held 8th | 1.3% | 1.8K | -14.8% | -0.4 points | |
| 9, held 9th | 0.22% | 300 | 0% | 0 points |
35.2%
Moved from 2nd to 1st. 48K estimated branded searches, +25.2% vs prior month. Share +4.3 points.
2.
Garmin32.2%
Moved from 1st to 2nd. 43.9K estimated branded searches, -0.25% vs prior month. Share -3.3 points.
3.
Fitbit11.2%
Held 3rd. 15.3K estimated branded searches, +4.6% vs prior month. Share -0.6 points.
4.
Oura9.8%
Held 4th. 13.4K estimated branded searches, +3.2% vs prior month. Share -0.6 points.
5.
WHOOP5.7%
Held 5th. 7.8K estimated branded searches, +24.3% vs prior month. Share +0.7 points.
6.
COROS2.1%
Held 6th. 2.9K estimated branded searches, -1% vs prior month. Share -0.2 points.
7.
Huawei2.1%
Held 7th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.2 points.
1.3%
Held 8th. 1.8K estimated branded searches, -14.8% vs prior month. Share -0.4 points.
9.
Polar0.22%
Held 9th. 300 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Apple Watch and its closest rivals
Every comparison with Apple Watch
8 comparisons
How has branded search demand for Apple Watch changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple Watch in New Zealand rose from 41K to 48K.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch and fitness tracker brands in New Zealand decreased from 36.2% to 35.2%.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch and fitness tracker brands in New Zealand peaked at 38.6% in December 2025 and was lowest at 28.2% in May 2026.
How did search popularity change for New Zealand smartwatch and fitness tracker brands in September 2026?
6 changes
In September 2026, Apple Watch overtook Garmin to become the leader among smartwatch and fitness tracker brands in New Zealand, with 35.2% of the searches.
In September 2026, WHOOP gained share of searches among smartwatch and fitness tracker brands in New Zealand, from 5.1% to 5.7%.
In September 2026, Garmin lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 35.5% to 32.2%.
In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 10.5% to 9.8%.
In September 2026, Fitbit lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 11.8% to 11.2%.
Estimated monthly branded searches for COROS in New Zealand rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.
How are Apple Watch’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Apple Watch’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- apple watch
- apple watch smartwatch
- apple watch watch
- applewatch
- applewatch se
- applewatch smartwatch
- applewatch ultra
- applewatch watch
- latest apple watch
Who owns Apple Watch?
Apple Watch is owned by Apple. Brandwave also tracks Apple AirPods, Apple AirTag, Apple Health Cycle Tracking, Apple iPad, Apple iPhone, Apple MacBook, Apple MagSafe, Apple Maps, Apple Music, Apple Photos / Google Photos, Apple Podcasts, Apple Reminders, Apple TV 4K, Apple Vision Pro, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, Keynote, Logic Pro and Safari, owned by the same company, in New Zealand.
Do you work for Apple Watch? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Apple Watch your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.