Brandwave

Mons Royale vs Untouched World:Which is more popular?

In September 2026, Untouched World had more branded searches than Mons Royale among merino clothing brands in New Zealand. Untouched World had about 10,400 branded searches, while Mons Royale had 9,430. Untouched World made up 43.9% of all merino clothing brand searches we track, and Mons Royale accounted for 39.9%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Mons Royale and Untouched World each appeared in three of the five answers. Mons Royale was mentioned before Untouched World in every answer.

Among merino clothing brands in New Zealand in September 2026

Who do people search for more?

Untouched World, about 10% more searches than Mons Royale

Untouched World 10.4K searchesMons Royale 9.4K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Mons Royale in 3 of 5Untouched World in 3 of 5

Who does AI recommend more?

Mons Royale, named ahead of Untouched World in every answer

Mons Royale first in 3Untouched World never first

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mons Royale and Untouched World were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Mons Royale was listed before Untouched World in every answer.

Most recommended by AI

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

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Untouched World3rd
  4. Norsewear4th
  5. Macpac5th
  6. Smartwool–
  7. Noble Wilde–
  8. Merino Country–

Mentioned by AI

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

  • Untouched World3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mons Royale3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norsewear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macpac2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smartwool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Noble Wilde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about merino clothing 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 Mons Royale or Untouched World more popular in search?

This chart shows how often people search Google for Mons Royale and Untouched World by name. Each line represents a brand's share of searches for all eight merino clothing brands we track, month by month, from searches in New Zealand.

Mons Royale and Untouched World among merino clothing brands in New Zealand, by month

Share of searches by month for Untouched World, Mons Royale. The figures are in the table below the chart.

View monthly share of searches table
MonthUntouched WorldMons RoyaleNorsewearIcebreakerSmartwoolNoble WildeMacpacMerino Country
Oct 202555.1%30.1%5.6%4.1%2.4%1.5%1.2%0.06%
Nov 202540.3%28.6%24.3%2.8%1.9%1.2%0.96%0.07%
Dec 202550.1%35.7%6.1%3.1%2.4%1.5%0.98%0.09%
Jan 202652.9%31.7%6.4%3.5%2.6%1.7%1%0.15%
Feb 202656.8%29.6%4.7%3.2%2.5%2%0.99%0.14%
Mar 202651.1%34.3%4.9%3.6%2.6%2%1.5%0.15%
Apr 202645.1%34.6%8.7%3.7%3.8%2.3%1.7%0.11%
May 202646.9%31.7%9.5%3.6%3.6%2.7%1.9%0.07%
Jun 202643.9%34.3%10.5%4.1%2.8%2.5%1.7%0.07%
Jul 202640%39.2%9.7%4.2%2.2%3%1.6%0.03%
Aug 202642.8%38.9%8%3.7%3%2.1%1.3%0.07%
Sep 202643.9%39.9%8%3.1%2.2%1.7%1.1%0.08%

How has the Mons Royale and Untouched World comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Untouched World gained share of searches among merino clothing brands in New Zealand, from 42.8% to 43.9%.

  2. In September 2026, Mons Royale gained share of searches among merino clothing brands in New Zealand, from 38.9% to 39.9%.

How are branded searches counted?

24 search terms

Brandwave collects information about searches that people make online using Mons Royale’s and Untouched World’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.

Mons Royale

14 branded search terms

  • mons royale
  • mons royale cap
  • mons royale hoodie
  • mons royale jacket
  • mons royale merino
  • mons royale neckwarmer
  • mons royale outlet
  • mons royale pants
  • mons royale sale
  • mons royale shorts
  • mons royale socks
  • mons royale thermals
  • mons royale vest
  • monsroyale

Untouched World

10 branded search terms

  • untouched world
  • untouched world chch
  • untouched world clothing
  • untouched world kitchen
  • untouched world knitwear
  • untouched world ltd
  • untouched world merino
  • untouched world outlet
  • untouched world sale
  • untouchedworld

How the Brand Demand Index is measured

Other head-to-heads among merino clothing brands

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