Brandwave

Leatherman vs Milwaukee:Which is more popular?

In September 2026, Leatherman had more branded searches than Milwaukee among multi-tool brands in New Zealand. Leatherman had about 1,920 branded searches, while Milwaukee had 480. Leatherman made up 49.7% of all multi-tool brand searches we track, and Milwaukee accounted for 12.4%. When we asked ChatGPT and Google AI Overviews about multi-tool brands, Leatherman appeared in all five answers and Milwaukee in two. Leatherman was mentioned before Milwaukee in every answer.

Among multi-tool brands in New Zealand in September 2026

Who do people search for more?

Leatherman, about 4 searches for every 1 for Milwaukee

Leatherman 1.9K searchesMilwaukee 480 searches

Who does AI mention more?

Leatherman, mentioned in every answer we collected

Leatherman in 5 of 5Milwaukee in 2 of 5

Who does AI recommend more?

Leatherman, named ahead of Milwaukee in every answer

Leatherman first in 2Milwaukee never first

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Top multi-tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leatherman appeared in all five answers. Milwaukee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Leatherman was listed before Milwaukee in every answer.

Most recommended by AI

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

  1. Leatherman1st
  2. Victorinox2nd
  3. Gerber3rd
  4. Milwaukee4th

Mentioned by AI

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

  • Leatherman5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Victorinox3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gerber2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about multi-tool brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Leatherman or Milwaukee more popular in search?

This chart shows how often people search Google for Leatherman and Milwaukee by name. Each line represents a brand's share of searches for all four multi-tool brands we track, month by month, from searches in New Zealand.

Leatherman and Milwaukee among multi-tool brands in New Zealand, by month

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

View monthly share of searches table
MonthLeathermanVictorinoxMilwaukeeGerber
Oct 202550.4%31%7.6%11%
Nov 202550.9%30.7%7.5%10.8%
Dec 202553.2%30.5%6.1%10.1%
Jan 202647.6%33.2%6.6%12.5%
Feb 202652.6%27.4%10%10%
Mar 202652.4%27.7%8.9%11.1%
Apr 202656%25.6%6.6%11.8%
May 202655.6%24%9.4%11%
Jun 202653.4%26.5%10.3%9.8%
Jul 202650.5%30%9%10.6%
Aug 202648.1%30.1%11.1%10.6%
Sep 202649.7%25.9%12.4%11.9%

How has the Leatherman and Milwaukee comparison changed over the last 12 months?

3 findings
  • Leatherman was ahead of Milwaukee in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand moved from 50.4% to 49.7%, and its estimated monthly branded searches moved from 2.1K to 1.9K.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among multi-tool brands in New Zealand moved from 7.6% to 12.4%, and its estimated monthly branded searches moved from 320 to 480.

How did search popularity change for New Zealand multi-tool brands in September 2026?

2 changes

  1. In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%.

  2. In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Leatherman’s and Milwaukee’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.

Leatherman

2 branded search terms

  • leatherman
  • leatherman multi tool

Milwaukee

2 branded search terms

  • milwaukee multi tool
  • milwaukee multitool

How the Brand Demand Index is measured

Other head-to-heads among multi-tool brands

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