Brandwave

How popular isFossil?

In September 2026, people searched for Fossil by name about 1,890 times in New Zealand, a 21.2% increase from the previous year. These searches made up 2.4% of all New Zealand watch brand searches, placing Fossil eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about watch brands, Fossil did not appear in any of the answers.

Search and AI answers in September 2026

Fossil is the eighth most searched of 8 competitors and not listed in any AI answer.

  1. CasioShare of searches 30%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. SeikoShare of searches 23.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. RolexShare of searches 21.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. TissotShare of searches 10.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. FossilShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top watch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fossil did not appear in any of the five answers.

Most recommended by AI

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

  1. Seiko1st
  2. Citizen2nd
  3. Casio3rd
  4. Tissot4th
  5. Rolex5th
  6. Omega6th
  7. TAG Heuer7th
  8. Fossil–

Mentioned by AI

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

  • Casio5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Seiko5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Citizen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tissot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rolex3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Omega2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TAG Heuer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fossil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about watch brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which watch brands compete with Fossil?

Fossil against watch brands in New Zealand, by month

Share of searches by month for Casio, Seiko, Rolex, Tissot, TAG Heuer, Omega, Citizen, Fossil. The figures are in the table below the chart.

View monthly share of searches table
MonthCasioSeikoRolexTissotTAG HeuerOmegaCitizenFossil
Oct 202532.1%19.7%23.9%9.2%6.7%2.8%3.3%2.2%
Nov 202538.2%17.1%19.9%9.9%6.5%3%3.2%2.1%
Dec 202533.8%19%21.3%9.6%6.3%3.7%3.8%2.5%
Jan 202629.9%18.7%25.5%10%6.9%3.4%3.5%2.1%
Feb 202632.4%19.2%25.4%8.6%5.8%2.6%3.6%2.3%
Mar 202633.2%18%25.5%9%6.6%2.9%2.8%1.9%
Apr 202632%18.8%24.4%9.6%5.8%3.7%3.4%2.3%
May 202628.3%20.4%23.4%12.4%5.7%3.6%3.8%2.4%
Jun 202630.2%20.2%22.3%11.6%6%3.3%3.8%2.6%
Jul 202629.2%22.3%21%11.5%5.6%4.1%3.7%2.5%
Aug 202629.4%23%22.7%10.2%5.1%3.8%3.6%2.3%
Sep 202630%23.5%21.2%10.8%5.2%3.7%3.1%2.4%

  1. 1.Casio

    30%

    Held 1st. 22.8K estimated branded searches, -3.5% vs prior month. Share +0.7 points.

  2. 2.Seiko

    23.5%

    Held 2nd. 17.9K estimated branded searches, -3.5% vs prior month. Share +0.5 points.

  3. 3.Rolex

    21.2%

    Held 3rd. 16.1K estimated branded searches, -11.7% vs prior month. Share -1.5 points.

  4. 4.Tissot

    10.8%

    Held 4th. 8.2K estimated branded searches, -0.36% vs prior month. Share +0.6 points.

  5. 5.TAG Heuer

    5.2%

    Held 5th. 4K estimated branded searches, -2.5% vs prior month. Share +0.2 points.

  6. 6.Omega

    3.7%

    Held 6th. 2.8K estimated branded searches, -7.9% vs prior month. Share -0.1 points.

  7. 7.Citizen

    3.1%

    Held 7th. 2.4K estimated branded searches, -19.1% vs prior month. Share -0.5 points.

  8. 8.Fossil

    2.4%

    Held 8th. 1.8K estimated branded searches, +1.1% vs prior month. Share +0.2 points.

Compare popularity between Fossil and its closest rivals

Every comparison with Fossil

11 comparisons

How has branded search demand for Fossil changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fossil in New Zealand rose from 1.6K to 1.9K.
  • Across the 12 months ending September 2026, Fossil’s share of searches among watch brands in New Zealand held steady, from 2.2% to 2.4%.

How did search popularity change for New Zealand watch brands in September 2026?

6 changes

  1. In September 2026, Casio gained share of searches among watch brands in New Zealand, from 29.4% to 30%.

  2. In September 2026, Tissot gained share of searches among watch brands in New Zealand, from 10.2% to 10.8%.

  3. In September 2026, Seiko gained share of searches among watch brands in New Zealand, from 23% to 23.5%.

  4. In September 2026, Rolex lost share of searches among watch brands in New Zealand, from 22.7% to 21.2%.

  5. In September 2026, Citizen lost share of searches among watch brands in New Zealand, from 3.6% to 3.1%.

  6. Estimated monthly branded searches for Omega in New Zealand rose 47.1% over 12 measured months, from 1.9K to 2.8K in September 2026.

How are Fossil’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Fossil’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.

  • fossil automatic watch
  • fossil couple watches
  • fossil female watches
  • fossil male watches
  • fossil raquel watch
  • fossil wallet
  • fossil watch
  • fossil watch belt

Do you work for Fossil? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Fossil compete?

Fossil is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Watch brands8th of 82.4%Shown above
Wallet brands5th of 50.54%Show ranking
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Is Fossil 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.

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