---
title: "Wallet brands in New Zealand: Which are searched most?"
description: "Compare the wallet brands New Zealanders buy. Share of Search among Status Anxiety, Bellroy, Secrid, Herschel and Fossil, the wallet brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-wallet-brands"
publisher: "Brandwave"
---

# Wallet brands in New Zealand: Which are searched most?

Compare the wallet brands New Zealanders buy. Share of Search among Status Anxiety, Bellroy, Secrid, Herschel and Fossil, the wallet brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Wallet brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Status Anxiety, 53.6%

## Which brand is most popular in search among wallet brands in New Zealand?

- In September 2026, Status Anxiety was the most searched among wallet brands in New Zealand, with an estimated 4.9K branded searches, 53.6% of all searches for the five we track.
- Bellroy is in 2nd place, 12.9 percentage points behind at 40.7%.
- Across the 12 months ending September 2026, Status Anxiety’s share of searches among wallet brands in New Zealand decreased from 57.8% to 53.6%.
- Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand increased from 37.3% to 40.7%.
- Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand increased from 2.1% to 2.8%.
- Across the 12 months ending September 2026, Status Anxiety’s share of searches among wallet brands in New Zealand peaked at 64% in December 2025 and was lowest at 51.7% in May 2026.
- Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand peaked at 42.1% in May 2026 and was lowest at 31.1% in December 2025.
- Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand peaked at 3.5% in April 2026 and was lowest at 2.1% in October 2025.
- Across the 12 months ending September 2026, Herschel’s share of searches among wallet brands in New Zealand peaked at 3.1% in January 2026 and was lowest at 1.2% in April 2026.
- Across the 12 months ending September 2026, Secrid rose from 4th to 3rd among wallet brands in New Zealand.
- Across the 12 months ending September 2026, Herschel fell from 3rd to 4th among wallet brands in New Zealand.
- Across the 12 months ending September 2026, Fossil held steady: its share of searches among wallet brands in New Zealand moved less than 0.5 percentage points.

## Top wallet brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Bellroy was mentioned most often, in three of the four answers. Bellroy was recommended most often, coming first in all three answers that gave a list. Status Anxiety was second, and Secrid was third. Herschel, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Bellroy | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| Status Anxiety | 2nd | 2 of 3 | 0 of 1 | 2 of 4 |
| Secrid | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Herschel | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Fossil | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about wallet brands

- Asked ChatGPT "Which wallet brand should I buy in New Zealand?": 1. Bellroy, 2. Status Anxiety
- Asked ChatGPT "What are the best wallet brands in New Zealand?": 1. Bellroy, 2. Status Anxiety, 3. Secrid
- Asked ChatGPT "What's the best wallet brand in New Zealand for everyday carry?": 1. Bellroy, 2. Secrid
- Searched Google, AI Overview "leather wallet": named none of the brands we track

Not named in any answer: Herschel and Fossil.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Status Anxiety vs Bellroy: compare search popularity](/demand/nz/compare/bellroy-vs-status-anxiety): 53.6% against 40.7% Share of Search.
- [Status Anxiety vs Secrid: compare search popularity](/demand/nz/compare/secrid-vs-status-anxiety): 53.6% against 2.8% Share of Search.
- [Status Anxiety vs Herschel: compare search popularity](/demand/nz/compare/herschel-vs-status-anxiety): 53.6% against 2.3% Share of Search.
- [Bellroy vs Secrid: compare search popularity](/demand/nz/compare/bellroy-vs-secrid): 40.7% against 2.8% Share of Search.
- [Bellroy vs Herschel: compare search popularity](/demand/nz/compare/bellroy-vs-herschel): 40.7% against 2.3% Share of Search.
- [Secrid vs Herschel: compare search popularity](/demand/nz/compare/herschel-vs-secrid): 2.8% against 2.3% Share of Search.

## How did search popularity change for New Zealand wallet brands in September 2026?

- In September 2026, Bellroy gained share of searches among wallet brands in New Zealand, from 38.8% to 40.7%.
- In September 2026, Status Anxiety lost share of searches among wallet brands in New Zealand, from 56.1% to 53.6%.
- Herschel’s share of searches among wallet brands in New Zealand has gained ground for 3 months in a row, from 1.8% to 2.3% in September 2026.
- Estimated monthly branded searches for Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.
- Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Status Anxiety | 53.6% | 4.9K | -16.8% | Status Anxiety |
| 2 | Bellroy | 40.7% | 3.8K | -8.8% | Bellroy |
| 3 | Secrid | 2.8% | 260 | 0.0% | Secrid |
| 4 | Herschel | 2.3% | 210 | 0.0% | Herschel |
| 5 | Fossil | 0.54% | 50 | -28.6% | Fossil |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Status Anxiety | 5.9K | 57.8% | 1 |
| Oct 2025 | Bellroy | 3.8K | 37.3% | 2 |
| Oct 2025 | Herschel | 210 | 2.1% | 3 |
| Oct 2025 | Secrid | 210 | 2.1% | 4 |
| Oct 2025 | Fossil | 70 | 0.69% | 5 |
| Nov 2025 | Status Anxiety | 8.8K | 58% | 1 |
| Nov 2025 | Bellroy | 5.6K | 36.7% | 2 |
| Nov 2025 | Secrid | 390 | 2.6% | 3 |
| Nov 2025 | Herschel | 320 | 2.1% | 4 |
| Nov 2025 | Fossil | 90 | 0.59% | 5 |
| Dec 2025 | Status Anxiety | 8.7K | 64% | 1 |
| Dec 2025 | Bellroy | 4.2K | 31.1% | 2 |
| Dec 2025 | Secrid | 320 | 2.4% | 3 |
| Dec 2025 | Herschel | 260 | 1.9% | 4 |
| Dec 2025 | Fossil | 90 | 0.66% | 5 |
| Jan 2026 | Status Anxiety | 5.8K | 55.8% | 1 |
| Jan 2026 | Bellroy | 3.9K | 37.3% | 2 |
| Jan 2026 | Herschel | 320 | 3.1% | 3 |
| Jan 2026 | Secrid | 320 | 3.1% | 4 |
| Jan 2026 | Fossil | 70 | 0.67% | 5 |
| Feb 2026 | Status Anxiety | 4.8K | 55.9% | 1 |
| Feb 2026 | Bellroy | 3.2K | 38% | 2 |
| Feb 2026 | Secrid | 260 | 3.1% | 3 |
| Feb 2026 | Herschel | 210 | 2.5% | 4 |
| Feb 2026 | Fossil | 50 | 0.59% | 5 |
| Mar 2026 | Status Anxiety | 5.9K | 57% | 1 |
| Mar 2026 | Bellroy | 3.9K | 37.9% | 2 |
| Mar 2026 | Secrid | 260 | 2.5% | 3 |
| Mar 2026 | Herschel | 210 | 2% | 4 |
| Mar 2026 | Fossil | 50 | 0.49% | 5 |
| Apr 2026 | Status Anxiety | 4.8K | 52.8% | 1 |
| Apr 2026 | Bellroy | 3.9K | 42% | 2 |
| Apr 2026 | Secrid | 320 | 3.5% | 3 |
| Apr 2026 | Herschel | 110 | 1.2% | 4 |
| Apr 2026 | Fossil | 50 | 0.55% | 5 |
| May 2026 | Status Anxiety | 4.8K | 51.7% | 1 |
| May 2026 | Bellroy | 3.9K | 42.1% | 2 |
| May 2026 | Secrid | 320 | 3.4% | 3 |
| May 2026 | Herschel | 210 | 2.2% | 4 |
| May 2026 | Fossil | 50 | 0.54% | 5 |
| Jun 2026 | Status Anxiety | 7.3K | 61.5% | 1 |
| Jun 2026 | Bellroy | 3.9K | 32.9% | 2 |
| Jun 2026 | Secrid | 390 | 3.3% | 3 |
| Jun 2026 | Herschel | 210 | 1.8% | 4 |
| Jun 2026 | Fossil | 70 | 0.59% | 5 |
| Jul 2026 | Status Anxiety | 4.9K | 54.6% | 1 |
| Jul 2026 | Bellroy | 3.6K | 40.4% | 2 |
| Jul 2026 | Secrid | 210 | 2.3% | 3 |
| Jul 2026 | Herschel | 170 | 1.9% | 4 |
| Jul 2026 | Fossil | 70 | 0.78% | 5 |
| Aug 2026 | Status Anxiety | 5.9K | 56.1% | 1 |
| Aug 2026 | Bellroy | 4.1K | 38.8% | 2 |
| Aug 2026 | Secrid | 260 | 2.5% | 3 |
| Aug 2026 | Herschel | 210 | 2% | 4 |
| Aug 2026 | Fossil | 70 | 0.66% | 5 |
| Sep 2026 | Status Anxiety | 4.9K | 53.6% | 1 |
| Sep 2026 | Bellroy | 3.8K | 40.7% | 2 |
| Sep 2026 | Secrid | 260 | 2.8% | 3 |
| Sep 2026 | Herschel | 210 | 2.3% | 4 |
| Sep 2026 | Fossil | 50 | 0.54% | 5 |

## What is being compared

- **Bellroy**: Measured on the search terms “bellroy”, “bellroy aus”, “bellroy bag”, “bellroy laptop sleeve”, “bellroy outlet”, “bellroy tech kit”, “bellroy tokyo tote”, “bellroy tote”, “bellroy transit workpack”, “bellroy travel wallet” and “bellroy wallet”, summed into one figure.
- **Fossil**: Measured on the search term “fossil wallet”.
- **Herschel**: Measured on the search term “herschel bag”.
- **Secrid**: Measured on the search term “secrid”.
- **Status Anxiety**: Measured on the search terms “status anxiety”, “status anxiety belt”, “status anxiety plunder”, “status anxiety sale”, “status anxiety sunglasses” and “statusanxiety”, summed into one figure.

- [Bellroy](/demand/nz/brands/bellroy)
- [Fossil](/demand/nz/brands/fossil)
- [Herschel](/demand/nz/brands/herschel)
- [Secrid](/demand/nz/brands/secrid)
- [Status Anxiety](/demand/nz/brands/status-anxiety)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among wallet brands in New Zealand?

In September 2026, Status Anxiety was the most searched among wallet brands in New Zealand, with an estimated 4.9K branded searches, 53.6% of all searches for the five we track.

## Cite this page

Brandwave. "Wallet brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-wallet-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-wallet-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.