Brandwave

Apple Watch vs Oura:Which is more popular?

In September 2026, Apple Watch had more branded searches than Oura among smartwatch and fitness tracker brands in New Zealand. Apple Watch had about 48,000 branded searches, while Oura had 13,400. Apple Watch made up 35.2% of all smartwatch and fitness tracker brand searches we track, and Oura accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Apple Watch appeared in all four answers and Oura in none.

Among smartwatch and fitness tracker brands in New Zealand in September 2026

Who do people search for more?

Apple Watch, about 4 searches for every 1 for Oura

Apple Watch 48K searchesOura 13.4K searches

Who does AI mention more?

Apple Watch, mentioned in every answer we collected

Apple Watch in 4 of 4Oura in 0 of 4

Who does AI recommend more?

Apple Watch, the only one of the two named

Apple Watch first in 4Oura never named

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Apple Watch appeared in all four answers. Oura did not appear in any of the four answers.

Most recommended by AI

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

  1. Garmin1st
  2. Fitbit2nd
  3. Huawei3rd
  4. Samsung Galaxy Watch4th
  5. Apple Watch5th
  6. Polar6th
  7. WHOOP7th
  8. Oura–
  9. COROS–

Mentioned by AI

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

  • Apple Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Garmin4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fitbit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Samsung Galaxy Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Huawei3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • WHOOP1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Polar1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oura0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • COROS0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about smartwatch and fitness tracker brands

4 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 19, 2026.

Is Apple Watch or Oura more popular in search?

This chart shows how often people search Google for Apple Watch and Oura by name. Each line represents a brand's share of searches for all nine smartwatch and fitness tracker brands we track, month by month, from searches in New Zealand.

Apple Watch and Oura among smartwatch and fitness tracker brands in New Zealand, by month

Share of searches by month for Apple Watch, Oura. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchGarminFitbitOuraWHOOPCOROSHuaweiSamsung Galaxy WatchPolar
Oct 202536.2%35.4%11.1%6.4%4.7%2.1%2.1%1.8%0.25%
Nov 202534.8%35.8%10.6%8.7%4.4%1.7%2%1.8%0.24%
Dec 202538.6%32%10.6%8.6%4.4%1.5%2.4%1.8%0.19%
Jan 202629.6%36.8%11.3%9.5%6.5%2.1%2.1%1.9%0.27%
Feb 202634.4%35.8%10.9%7.7%5.7%1.9%1.7%1.6%0.25%
Mar 202632%39%10.4%7.1%5.1%2.2%1.8%2%0.29%
Apr 202629.9%38.6%11.2%8.1%5.9%2.3%2.2%1.6%0.27%
May 202628.2%38.7%12.6%9.3%5.7%2.1%1.7%1.5%0.25%
Jun 202629.9%33%13%14.1%4.7%1.8%1.7%1.6%0.23%
Jul 202630.1%34.2%11.5%11.9%5.9%2%1.8%2.4%0.23%
Aug 202630.9%35.5%11.8%10.5%5.1%2.4%1.9%1.7%0.24%
Sep 202635.2%32.2%11.2%9.8%5.7%2.1%2.1%1.3%0.22%

How has the Apple Watch and Oura comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand smartwatch and fitness tracker brands in September 2026?

2 changes

  1. In September 2026, Apple Watch overtook Garmin to become the leader among smartwatch and fitness tracker brands in New Zealand, with 35.2% of the searches.

  2. In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 10.5% to 9.8%.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Apple Watch’s and Oura’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.

Apple Watch

9 branded search terms

  • apple watch
  • apple watch smartwatch
  • apple watch watch
  • applewatch
  • applewatch se
  • applewatch smartwatch
  • applewatch ultra
  • applewatch watch
  • latest apple watch

Oura

5 branded search terms

  • oura
  • oura fitness tracker
  • oura rings
  • oura smartwatch
  • oura watch

How the Brand Demand Index is measured

Other head-to-heads among smartwatch and fitness tracker brands

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