Buro vs Secretlab:Which is more popular?
In September 2026, Secretlab had more branded searches than Buro among gaming and office chair brands in New Zealand. Secretlab had about 3,050 branded searches, while Buro had 500. Secretlab made up 32.5% of all gaming and office chair brand searches we track, and Buro accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about gaming and office chair brands, Secretlab appeared in all four answers and Buro in three. Secretlab was mentioned before Buro in three out of four answers.
Who do people search for more?
Secretlab, about 6 searches for every 1 for Buro
Who does AI mention more?
Secretlab, mentioned in every answer we collected
Who does AI recommend more?
Secretlab, named ahead of Buro in 3 of 4 answers
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Top gaming and office chair brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Secretlab appeared in all four answers. Buro was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Secretlab was listed before Buro in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Herman Miller4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Secretlab4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Steelcase3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Buro3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Corsair0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
DXRacer0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about gaming and office chair brands
4 answers
Asked ChatGPT
“Which gaming or office chair brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best gaming and office chair brands in New Zealand?”
Asked ChatGPT
“What's the best gaming or office chair brand in New Zealand for long computer sessions?”
Searched Google, AI Overview
“best gaming chair”
Searched Google, AI Overview
“best office chair”
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 21, 2026.
Is Buro or Secretlab more popular in search?
This chart shows how often people search Google for Buro and Secretlab by name. Each line represents a brand's share of searches for all six gaming and office chair brands we track, month by month, from searches in New Zealand.
Share of searches by month for Secretlab, Buro. The figures are in the table below the chart.
View monthly share of searches table
| Month | Herman Miller | Secretlab | Corsair | Steelcase | Buro | DXRacer |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.8% | 36.3% | 17.1% | 6.2% | 5.2% | 4.5% |
| Nov 2025 | 30% | 37.3% | 18.1% | 5.5% | 5.1% | 4.1% |
| Dec 2025 | 28.6% | 32.9% | 24.1% | 6.2% | 3.8% | 4.3% |
| Jan 2026 | 31% | 33.3% | 20.7% | 5.4% | 5.5% | 4% |
| Feb 2026 | 31.8% | 32.4% | 17.4% | 8.8% | 5.9% | 3.7% |
| Mar 2026 | 40% | 30.4% | 15.7% | 5.4% | 5.4% | 3% |
| Apr 2026 | 38.3% | 28.7% | 17.8% | 7.1% | 5.1% | 3.1% |
| May 2026 | 33.7% | 36.2% | 14.7% | 7.1% | 4.7% | 3.6% |
| Jun 2026 | 33.3% | 39.9% | 13.5% | 5.5% | 4.7% | 3.1% |
| Jul 2026 | 32.8% | 39.8% | 14.2% | 4.1% | 4.7% | 4.4% |
| Aug 2026 | 35.7% | 34.1% | 16.3% | 4.5% | 4.7% | 4.7% |
| Sep 2026 | 33.9% | 32.5% | 18% | 5.8% | 5.3% | 4.5% |
How has the Buro and Secretlab comparison changed over the last 12 months?
3 findings
- Secretlab was ahead of Buro in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Buro’s share of searches among gaming and office chair brands in New Zealand moved from 5.2% to 5.3%, and its estimated monthly branded searches moved from 570 to 500.
- Across the 12 months ending September 2026, Secretlab’s share of searches among gaming and office chair brands in New Zealand moved from 36.3% to 32.5%, and its estimated monthly branded searches moved from 4K to 3K.
How did search popularity change for New Zealand gaming and office chair brands in September 2026?
3 changes
In September 2026, Steelcase overtook Buro and DXRacer to rank 4th among gaming and office chair brands in New Zealand, with 5.8% of the searches.
In September 2026, Buro gained share of searches among gaming and office chair brands in New Zealand, from 4.7% to 5.3%.
In September 2026, Secretlab lost share of searches among gaming and office chair brands in New Zealand, from 34.1% to 32.5%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Buro’s and Secretlab’s 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.
Other head-to-heads among gaming and office chair brands
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