Leatherman vs Victorinox:Which is more popular?
In September 2026, Leatherman had more branded searches than Victorinox among multi-tool brands in New Zealand. Leatherman had about 1,920 branded searches, while Victorinox had 1,000. Leatherman made up 49.7% of all multi-tool brand searches we track, and Victorinox accounted for 25.9%. When we asked ChatGPT and Google AI Overviews about multi-tool brands, Leatherman appeared in all five answers and Victorinox in three. Leatherman was mentioned before Victorinox in every answer.
Who do people search for more?
Leatherman, about 92% more searches than Victorinox
Who does AI mention more?
Leatherman, mentioned in every answer we collected
Who does AI recommend more?
Leatherman, named ahead of Victorinox in every answer
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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. Victorinox was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Leatherman was listed before Victorinox in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Leatherman1st
Victorinox2nd
Gerber3rd
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
Asked ChatGPT
“Which multi-tool brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best multi-tool brands in New Zealand?”
Asked ChatGPT
“What's the best multi-tool brand in New Zealand for camping and repairs?”
Searched Google, AI Overview
“multi tool nz”
Searched Google, AI Overview
“compact multi tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Leatherman or Victorinox more popular in search?
This chart shows how often people search Google for Leatherman and Victorinox 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.
Share of searches by month for Leatherman, Victorinox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Leatherman | Victorinox | Milwaukee | Gerber |
|---|---|---|---|---|
| Oct 2025 | 50.4% | 31% | 7.6% | 11% |
| Nov 2025 | 50.9% | 30.7% | 7.5% | 10.8% |
| Dec 2025 | 53.2% | 30.5% | 6.1% | 10.1% |
| Jan 2026 | 47.6% | 33.2% | 6.6% | 12.5% |
| Feb 2026 | 52.6% | 27.4% | 10% | 10% |
| Mar 2026 | 52.4% | 27.7% | 8.9% | 11.1% |
| Apr 2026 | 56% | 25.6% | 6.6% | 11.8% |
| May 2026 | 55.6% | 24% | 9.4% | 11% |
| Jun 2026 | 53.4% | 26.5% | 10.3% | 9.8% |
| Jul 2026 | 50.5% | 30% | 9% | 10.6% |
| Aug 2026 | 48.1% | 30.1% | 11.1% | 10.6% |
| Sep 2026 | 49.7% | 25.9% | 12.4% | 11.9% |
How has the Leatherman and Victorinox comparison changed over the last 12 months?
3 findings
- Leatherman was ahead of Victorinox 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, Victorinox’s share of searches among multi-tool brands in New Zealand moved from 31% to 25.9%, and its estimated monthly branded searches moved from 1.3K to 1K.
How did search popularity change for New Zealand multi-tool brands in September 2026?
2 changes
In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%.
In September 2026, Victorinox lost share of searches among multi-tool brands in New Zealand, from 30.1% to 25.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Leatherman’s and Victorinox’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
Victorinox
1 branded search term
- victorinox
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