Brandwave

Pandora vs Swarovski:Which is more popular?

In September 2026, Pandora had more branded searches than Swarovski among jewellery brands in New Zealand. Pandora had about 14,100 branded searches, while Swarovski had 12,800. Pandora made up 16.4% of all jewellery brand searches we track, and Swarovski accounted for 14.9%. When we asked ChatGPT and Google AI Overviews about jewellery brands, neither Pandora nor Swarovski appeared in any of the five answers.

Among jewellery brands in New Zealand in September 2026

Who do people search for more?

Pandora, about 10% more searches than Swarovski

Pandora 14.1K searchesSwarovski 12.8K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Pandora in 0 of 5Swarovski in 0 of 5

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Pandora nor Swarovski showed up in any of the five answers.

Most recommended by AI

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

  1. Meadowlark1st
  2. Zoe & Morgan2nd
  3. Michael Hill3rd
  4. Walker & Hall4th
  5. Boh Runga5th
  6. Pandora–
  7. Swarovski–
  8. Tiffany & Co.–
  9. Mejuri–
  10. Thomas Sabo–

Mentioned by AI

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

  • Michael Hill4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zoe & Morgan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Meadowlark4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Walker & Hall3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boh Runga3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swarovski0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tiffany & Co.0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mejuri0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thomas Sabo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jewellery 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 21, 2026.

Is Pandora or Swarovski more popular in search?

This chart shows how often people search Google for Pandora and Swarovski by name. Each line represents a brand's share of searches for all ten jewellery brands we track, month by month, from searches in New Zealand.

Pandora and Swarovski among jewellery brands in New Zealand, by month

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

View monthly share of searches table
MonthMichael HillPandoraSwarovskiTiffany & Co.Walker & HallZoe & MorganBoh RungaMeadowlarkMejuriThomas Sabo
Oct 202543%15.6%12.9%10.7%10%4.4%1.6%0.71%0.74%0.41%
Nov 202543.2%15.7%15.2%8.8%6.8%6.8%1.7%0.7%0.76%0.39%
Dec 202538.4%20.5%16.4%9.4%7.4%4%2.2%0.77%0.52%0.37%
Jan 202641.5%14.3%15%12.4%8%4.3%2.4%0.93%0.73%0.43%
Feb 202644.9%14.2%13.3%11.1%8.6%3.8%2%0.99%0.67%0.43%
Mar 202638.2%12.6%16.7%11.4%8.9%7.3%2.6%1.2%0.68%0.37%
Apr 202645.2%13.5%13.7%11.1%8.7%3.9%1.7%0.93%0.77%0.43%
May 202642.4%15.7%15.6%10.4%8.1%3.6%1.9%1.1%0.86%0.39%
Jun 202640.5%16.8%14.9%12%7.7%3.4%1.9%1.2%1.2%0.46%
Jul 202638.7%15.8%14.7%11.6%7.4%6.1%2.7%1.2%1.3%0.45%
Aug 202642.4%16%13.2%12.7%6.6%3.6%2.9%1.2%0.83%0.5%
Sep 202640.3%16.4%14.9%12.2%7.7%4.2%1.9%1.4%0.67%0.47%

How has the Pandora and Swarovski comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Swarovski took it in January 2026, Pandora took it in February 2026, Swarovski took it in March 2026, Pandora took it in May 2026.
  • Across the 12 months ending September 2026, Pandora’s share of searches among jewellery brands in New Zealand moved from 15.6% to 16.4%, and its estimated monthly branded searches moved from 15.5K to 14.1K.
  • Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands in New Zealand moved from 12.9% to 14.9%, and its estimated monthly branded searches held steady at 12.8K.

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

1 change

  1. In September 2026, Swarovski gained share of searches among jewellery brands in New Zealand, from 13.2% to 14.9%.

How are branded searches counted?

19 search terms

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

Pandora

6 branded search terms

  • engraved pandora bracelet
  • pandora bracelet
  • pandora bracelet tennis
  • pandora charm bracelet
  • pandora charms
  • pandora necklace

Swarovski

13 branded search terms

  • 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

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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