--- title: "Bellroy vs Fossil: Which is searched more in New Zealand?" description: "Is Bellroy or Fossil more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wallet brands set in New Zealand. 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/compare/bellroy-vs-fossil" publisher: "Brandwave" --- # Bellroy vs Fossil: Which is searched more in New Zealand? Is Bellroy or Fossil more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wallet brands set in New Zealand. 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 - **Compared**: Bellroy and Fossil - **Competitive set**: Wallet brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bellroy Share of Search**: 40.7% - **Fossil Share of Search**: 0.54% ## Is Bellroy or Fossil more popular in search? - In September 2026, Bellroy had more branded searches than Fossil among wallet brands in New Zealand. Bellroy had about 3,750 branded searches, while Fossil had 50. Bellroy made up 40.7% of all wallet brand searches we track, and Fossil accounted for 0.54%. - Bellroy was ahead of Fossil in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand moved from 37.3% to 40.7%, and its estimated monthly branded searches held steady at 3.8K. - Across the 12 months ending September 2026, Fossil’s share of searches among wallet brands in New Zealand moved from 0.69% to 0.54%, and its estimated monthly branded searches moved from 70 to 50. ## Top wallet brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Bellroy was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Fossil did not appear in any of the four answers. 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. ## 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%. - Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026. ## Month by month | Month | Bellroy estimated searches | Bellroy Share of Search | Bellroy rank | Fossil estimated searches | Fossil Share of Search | Fossil rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.8K | 37.3% | 2 | 70 | 0.69% | 5 | | Nov 2025 | 5.6K | 36.7% | 2 | 90 | 0.59% | 5 | | Dec 2025 | 4.2K | 31.1% | 2 | 90 | 0.66% | 5 | | Jan 2026 | 3.9K | 37.3% | 2 | 70 | 0.67% | 5 | | Feb 2026 | 3.2K | 38% | 2 | 50 | 0.59% | 5 | | Mar 2026 | 3.9K | 37.9% | 2 | 50 | 0.49% | 5 | | Apr 2026 | 3.9K | 42% | 2 | 50 | 0.55% | 5 | | May 2026 | 3.9K | 42.1% | 2 | 50 | 0.54% | 5 | | Jun 2026 | 3.9K | 32.9% | 2 | 70 | 0.59% | 5 | | Jul 2026 | 3.6K | 40.4% | 2 | 70 | 0.78% | 5 | | Aug 2026 | 4.1K | 38.8% | 2 | 70 | 0.66% | 5 | | Sep 2026 | 3.8K | 40.7% | 2 | 50 | 0.54% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Bellroy’s and Fossil’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. - **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”. - [Bellroy profile](/demand/nz/brands/bellroy) - [Fossil profile](/demand/nz/brands/fossil) - [All wallet brands in New Zealand](/demand/nz/categories/nz-wallet-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Bellroy or Fossil more popular in search? In September 2026, Bellroy had more branded searches than Fossil among wallet brands in New Zealand. Bellroy had about 3,750 branded searches, while Fossil had 50. Bellroy made up 40.7% of all wallet brand searches we track, and Fossil accounted for 0.54%. ## Cite this page Brandwave. "Bellroy vs Fossil: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/bellroy-vs-fossil This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/bellroy-vs-fossil. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.