Brandwave

How popular isRolex?

In September 2026, people searched for Rolex by name about 16,100 times in New Zealand, about the same as the previous year. These searches made up 21.2% of all New Zealand watch brand searches, placing Rolex third out of eight brands. When we asked both ChatGPT and Google AI Overviews about watch brands, Rolex appeared in three of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Rolex is the third most searched of 8 competitors and the fifth most recommended in AI answers.

  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. TAG HeuerShare of searches 5.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

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Top watch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rolex was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Rolex is the fifth most recommended of the eight.

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 Rolex?

Rolex 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 Rolex and its closest rivals

Every comparison with Rolex

7 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rolex in New Zealand held steady at 16.1K.
  • Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in New Zealand decreased from 23.9% to 21.2%.
  • Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in New Zealand peaked at 25.5% in March 2026 and was lowest at 19.9% in November 2025.
  • Across the 12 months ending September 2026, Rolex fell from 2nd to 3rd among watch brands in New Zealand.

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 Rolex’s branded searches counted?

9 search terms

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

  • rolex
  • rolex datejust
  • rolex day date
  • rolex daytona
  • rolex explorer
  • rolex oyster perpetual
  • rolex sa
  • rolex sub
  • rolex submariner watch

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

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