Brandwave

Ariat vs R.M.Williams:Which is more popular in New Zealand?

In October 2026, R.M.Williams had more branded searches than Ariat among boot brands in New Zealand. R.M.Williams had about 12,700 branded searches, while Ariat had 1,000. R.M.Williams made up 14.3% of all boot brand searches we track, and Ariat accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about boot brands, R.M.Williams appeared in two of the five answers and Ariat in one. R.M.Williams was mentioned before Ariat in every answer that named either.

Among boot brands in New Zealand in October 2026

Who do people search for more?

R.M.Williams, about 13 searches for every 1 for Ariat

R.M.Williams 12.7K searchesAriat 1K searches

Who does AI mention more?

R.M.Williams, mentioned in 2 of 5 answers, Ariat in 1

R.M.Williams in 2 of 5Ariat in 1 of 5

Who does AI recommend more?

R.M.Williams, named ahead of Ariat in 2 of 2 answers

R.M.Williams first in 2Ariat never first

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, R.M.Williams was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Ariat was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. R.M.Williams was listed before Ariat in every answer that named either.

Most recommended by AI

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

  1. Blundstone1st
  2. Redback2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. John Bull5th
  6. SCARPA6th
  7. R.M.Williams7th
  8. Red Wing8th
  9. Mongrel9th
  10. +2 more
  11. Ariat12th
  12. +1 more

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Red Wing1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about boot 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 19, 2026.

Is Ariat or R.M.Williams more popular in search?

This chart shows how often people search Google for Ariat and R.M.Williams by name. Each line represents a brand's share of searches for all 13 boot brands we track, month by month, from searches in New Zealand.

Ariat and R.M.Williams among boot brands in New Zealand, by month

Share of searches by month for R.M.Williams, Ariat. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensR.M.WilliamsBlundstoneTimberlandJohn BullAriatRed WingRedbackSteel BlueSCARPAMongrelMerrell
Nov 202542%24.4%19.8%7%2.6%1.4%0.9%0.53%0.33%0.53%0.29%0.1%0.15%
Dec 202546.7%22.6%18.6%6.3%2.4%1.1%0.74%0.5%0.3%0.33%0.22%0.12%0.09%
Jan 202641.4%27.6%13.8%9.4%2.6%1.7%1.1%0.64%0.48%0.64%0.42%0.12%0.12%
Feb 202640.1%26.1%15.7%10%2.4%2%1.1%0.74%0.54%0.6%0.4%0.17%0.14%
Mar 202643.5%25.9%13.3%9.8%2.4%1.6%1%0.73%0.44%0.6%0.39%0.17%0.17%
Apr 202648.1%22.3%13.3%9.2%2.5%1.4%0.86%0.51%0.57%0.51%0.41%0.15%0.22%
May 202652.2%20.5%12.5%8.4%2.3%1.2%0.78%0.46%0.51%0.46%0.37%0.16%0.13%
Jun 202646.9%22.9%13.7%9.3%2.5%1.4%1.1%0.5%0.54%0.5%0.41%0.18%0.14%
Jul 202648.8%19.8%14%10.4%2.5%1.4%0.88%0.52%0.46%0.42%0.42%0.15%0.18%
Aug 202646.2%20.5%14.6%10.7%3.3%1.5%0.91%0.54%0.5%0.54%0.44%0.19%0.19%
Sep 202639.1%24.8%15%12%3.3%1.8%1%0.67%0.62%0.67%0.44%0.29%0.24%
Oct 202641.3%24.4%14.3%10.9%3.3%2.1%1.1%0.66%0.57%0.54%0.44%0.19%0.12%

Ariat sells other things too, so only its searches that name this product count here, like “ariat boots”.

How has branded search for Ariat and R.M.Williams changed in New Zealand over the last 12 months?

3 findings
  • R.M.Williams was ahead of Ariat in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Ariat’s share of searches among boot brands in New Zealand moved from 0.9% to 1.1%, and its estimated monthly branded searches held steady at 1K.
  • Across the 12 months ending October 2026, R.M.Williams’ share of searches among boot brands in New Zealand moved from 19.8% to 14.3%, and its estimated monthly branded searches moved from 21.9K to 12.7K.

How did search popularity change for New Zealand boot brands in October 2026?

1 change

  1. In October 2026, R.M.Williams lost share of searches among boot brands in New Zealand, from 15% to 14.3%.

How are Ariat’s and R.M.Williams’ branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Ariat’s and R.M.Williams’ 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.

Ariat

1 branded search term

  • ariat boots

R.M.Williams

16 branded search terms

  • r m williams
  • r m williams boots
  • r m williams shoes
  • rm williams
  • rm williams boots
  • rm williams cambridge
  • rm williams chelsea boots
  • rm williams comfort craftsman
  • rm williams jersey
  • rm williams outlet
  • rm williams sale
  • rm williams shoes
  • rm williams sylvia park
  • rmwilliams
  • rmwilliams boots
  • rmwilliams shoes

How the Brand Demand Index is measured

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