Swarovski vs Tiffany & Co.:Which is more popular?
In September 2026, Swarovski had more branded searches than Tiffany & Co. among jewellery charm brands in New Zealand. Swarovski had about 10,900 branded searches, while Tiffany & Co. had 9,030. Swarovski made up 32.1% of all jewellery charm brand searches we track, and Tiffany & Co. accounted for 26.7%. When we asked ChatGPT and Google AI Overviews about jewellery charm brands, neither Swarovski nor Tiffany & Co. appeared in any of the five answers.
Who do people search for more?
Swarovski, about 20% more searches than Tiffany & Co.
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top jewellery charm brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Swarovski nor Tiffany & Co. 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Pandora5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Evolve Inspired Jewellery5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Lullaboo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Frenelle Jewellery3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Thomas Sabo1 of 5Named in 1 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
Meadowlark0 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
See every answer about jewellery charm brands
5 answers
Asked ChatGPT
“Which jewellery charm brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best jewellery charm brands in New Zealand?”
Asked ChatGPT
“What's the best jewellery charm brand in New Zealand for a charm bracelet?”
Searched Google, AI Overview
“bracelet charms nz”
Searched Google, AI Overview
“jewellery charms nz”
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 Swarovski or Tiffany & Co. more popular in search?
This chart shows how often people search Google for Swarovski and Tiffany & Co. by name. Each line represents a brand's share of searches for all nine jewellery charm brands we track, month by month, from searches in New Zealand.
Share of searches by month for Swarovski, Tiffany & Co.. The figures are in the table below the chart.
View monthly share of searches table
| Month | Pandora | Swarovski | Tiffany & Co. | Meadowlark | Evolve Inspired Jewellery | Mejuri | Thomas Sabo | Lullaboo | Frenelle Jewellery |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.8% | 30.8% | 25.8% | 1.4% | 2.9% | 2% | 0.88% | 0.31% | 0.11% |
| Nov 2025 | 35.4% | 36.6% | 20.8% | 1.3% | 2.9% | 2% | 0.73% | 0.26% | 0.09% |
| Dec 2025 | 40.4% | 34.1% | 19.4% | 1.3% | 2.7% | 1.2% | 0.63% | 0.37% | 0.07% |
| Jan 2026 | 30.8% | 33.4% | 28.2% | 1.8% | 3% | 1.7% | 0.76% | 0.23% | 0.1% |
| Feb 2026 | 32.8% | 31.9% | 26.9% | 2.1% | 3.3% | 1.7% | 0.88% | 0.27% | 0.15% |
| Mar 2026 | 26.4% | 39% | 26.4% | 2.5% | 2.9% | 1.6% | 0.66% | 0.26% | 0.14% |
| Apr 2026 | 31% | 33% | 27.4% | 2.2% | 3.1% | 2% | 0.81% | 0.33% | 0.15% |
| May 2026 | 33.1% | 34.9% | 23.9% | 2.3% | 2.7% | 1.9% | 0.73% | 0.29% | 0.13% |
| Jun 2026 | 32.8% | 32% | 27% | 2.6% | 2.5% | 1.9% | 0.82% | 0.26% | 0.15% |
| Jul 2026 | 32.6% | 32.3% | 26.5% | 2.6% | 2.4% | 2.1% | 0.9% | 0.49% | 0.15% |
| Aug 2026 | 33.5% | 29% | 29.2% | 2.6% | 2.2% | 1.9% | 1% | 0.45% | 0.08% |
| Sep 2026 | 33.3% | 32.1% | 26.7% | 3% | 2% | 1.6% | 0.83% | 0.33% | 0.15% |
How has the Swarovski and Tiffany & Co. comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Tiffany & Co. took it in August 2026, Swarovski took it in September 2026.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery charm brands in New Zealand moved from 30.8% to 32.1%, and its estimated monthly branded searches moved from 10.9K to 10.8K.
- Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewellery charm brands in New Zealand moved from 25.8% to 26.7%, and its estimated monthly branded searches moved from 9.2K to 9K.
How did search popularity change for New Zealand jewellery charm brands in September 2026?
2 changes
In September 2026, Swarovski overtook Tiffany & Co. to rank 2nd among jewellery charm brands in New Zealand, with 32.1% of the searches.
In September 2026, Tiffany & Co. lost share of searches among jewellery charm brands in New Zealand, from 29.2% to 26.7%.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Swarovski’s and Tiffany & Co.’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.
Swarovski
7 branded search terms
- swarovski
- swarovski aus
- swarovski crystals
- swarovski jewelry
- swarovski outlet
- swarovski pendants
- swarovski sale
Tiffany & Co.
5 branded search terms
- tiffany and co
- tiffany charm
- tiffany co
- tiffany jewellery
- tiffany s
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