Brandwave

How popular isSwarovski?

In September 2026, people searched for Swarovski by name about 12,800 times in New Zealand, about the same as the previous year. These searches made up 57.7% of all New Zealand binocular brand searches, placing Swarovski first out of eight brands. When we asked both ChatGPT and Google AI Overviews about binocular brands, Swarovski appeared in four of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

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

  1. SwarovskiShare of searches 57.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. CanonShare of searches 22.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NikonShare of searches 15.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. BushnellShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. VortexShare of searches 1.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top binocular brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Swarovski was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Swarovski is the third most recommended of the eight.

Most recommended by AI

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

  1. Nikon1st
  2. Vortex2nd
  3. Swarovski3rd
  4. Zeiss4th
  5. Bushnell5th
  6. Kowa6th
  7. Steiner7th
  8. Canon–

Mentioned by AI

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

  • Vortex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Swarovski4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nikon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bushnell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zeiss3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steiner1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about binocular 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 20, 2026.

Which binocular brands compete with Swarovski?

Swarovski against binocular brands in New Zealand, by month

Share of searches by month for Swarovski, Canon, Nikon, Bushnell. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiCanonNikonBushnellVortexKowaZeissSteiner
Oct 202558.2%24.3%14.1%1.5%1.1%0.27%0.22%0.27%
Nov 202569.3%17.6%9.8%1.5%1.2%0.18%0.14%0.22%
Dec 202573.1%15.2%8.9%1.5%0.87%0.15%0.15%0.19%
Jan 202660.7%23%12.6%1.8%1.2%0.24%0.19%0.24%
Feb 202660.9%21.7%13.1%2%1.5%0.29%0.23%0.29%
Mar 202657.2%24.2%13.6%2.3%1.9%0.27%0.27%0.27%
Apr 202659.5%20.9%14.9%2.1%1.9%0.22%0.22%0.22%
May 202662.4%22%12.1%1.5%1.3%0.29%0.19%0.24%
Jun 202659.2%23.3%13.1%1.7%1.8%0.33%0.28%0.22%
Jul 202658.5%24.4%13%1.7%1.6%0.27%0.38%0.22%
Aug 202655.9%25.5%14.2%2%1.7%0.26%0.26%0.26%
Sep 202657.7%22.7%15.5%2.1%1.4%0.27%0.22%0.16%

  1. 1.Swarovski

    57.7%

    Held 1st. 10.7K estimated branded searches, -0.65% vs prior month. Share +1.8 points.

  2. 2.Canon

    22.7%

    Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -2.8 points.

  3. 3.Nikon

    15.5%

    Held 3rd. 2.9K estimated branded searches, +4.7% vs prior month. Share +1.3 points.

  4. 4.Bushnell

    2.1%

    Held 4th. 380 estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Vortex

    1.4%

    Held 5th. 260 estimated branded searches, -18.8% vs prior month. Share -0.3 points.

  6. 6.Kowa

    0.27%

    Held 6th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Zeiss

    0.22%

    Moved from 8th to 7th. 40 estimated branded searches, -20% vs prior month. Share 0 points.

  8. 8.Steiner

    0.16%

    Moved from 7th to 8th. 30 estimated branded searches, -40% vs prior month. Share -0.1 points.

Compare popularity between Swarovski and its closest rivals

Every comparison with Swarovski

21 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Swarovski in New Zealand held steady at 12.8K.
  • Across the 12 months ending September 2026, Swarovski’s share of searches among binocular brands in New Zealand decreased from 58.2% to 57.7%.
  • Across the 12 months ending September 2026, Swarovski’s share of searches among binocular brands in New Zealand peaked at 73.1% in December 2025 and was lowest at 55.9% in August 2026.

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

6 changes

  1. In September 2026, Swarovski gained share of searches among binocular brands in New Zealand, from 55.9% to 57.7%.

  2. In September 2026, Nikon gained share of searches among binocular brands in New Zealand, from 14.2% to 15.5%.

  3. In September 2026, Canon lost share of searches among binocular brands in New Zealand, from 25.5% to 22.7%.

  4. In September 2026, Zeiss rose from 8th to 7th among binocular brands in New Zealand.

  5. In September 2026, Steiner fell from 7th to 8th among binocular brands in New Zealand.

  6. Estimated monthly branded searches for Bushnell in New Zealand rose 35.7% over 12 measured months, from 280 to 380 in September 2026.

How are Swarovski’s branded searches counted?

13 search terms

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

  • swarovski
  • swarovski aus
  • swarovski bracelet
  • swarovski charms
  • swarovski crystals
  • swarovski earrings
  • swarovski jewelry
  • swarovski necklace
  • swarovski outlet
  • swarovski pendants
  • swarovski sale
  • swarovski swan necklace
  • swarovski tennis bracelet

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How the Brand Demand Index is measured

Where does Swarovski compete?

Swarovski is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Jewellery brands3rd of 1014.9%Show ranking
Jewellery charm brands2nd of 932.1%Show ranking
Binocular brands1st of 857.7%Shown above
Champagne flutes brands1st of 679.7%Show ranking
Creator with pink hair and a pink jacket

Is Swarovski your brand?

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