Bellroy vs Secrid:Which is more popular?
In September 2026, Bellroy had more branded searches than Secrid among wallet brands in New Zealand. Bellroy had about 3,750 branded searches, while Secrid had 260. Bellroy made up 40.7% of all wallet brand searches we track, and Secrid accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about wallet brands, Bellroy appeared in three of the four answers and Secrid in two. Bellroy was mentioned before Secrid in every answer.
Who do people search for more?
Bellroy, about 14 searches for every 1 for Secrid
Who does AI mention more?
Bellroy, mentioned in 3 of 4 answers, Secrid in 2
Who does AI recommend more?
Bellroy, named ahead of Secrid in every answer
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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. Secrid was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Bellroy was listed before Secrid in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bellroy1st
Status Anxiety2nd
Secrid3rd
Herschel–
Fossil–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bellroy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Status Anxiety2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Secrid2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Herschel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Fossil0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about wallet brands
4 answers
Asked ChatGPT
“Which wallet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best wallet brands in New Zealand?”
Asked ChatGPT
“What's the best wallet brand in New Zealand for everyday carry?”
Searched Google, AI Overview
“wallet nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“leather wallet”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bellroy or Secrid more popular in search?
This chart shows how often people search Google for Bellroy and Secrid by name. Each line represents a brand's share of searches for all five wallet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bellroy, Secrid. The figures are in the table below the chart.
View monthly share of searches table
| Month | Status Anxiety | Bellroy | Secrid | Herschel | Fossil |
|---|---|---|---|---|---|
| Oct 2025 | 57.8% | 37.3% | 2.1% | 2.1% | 0.69% |
| Nov 2025 | 58% | 36.7% | 2.6% | 2.1% | 0.59% |
| Dec 2025 | 64% | 31.1% | 2.4% | 1.9% | 0.66% |
| Jan 2026 | 55.8% | 37.3% | 3.1% | 3.1% | 0.67% |
| Feb 2026 | 55.9% | 38% | 3.1% | 2.5% | 0.59% |
| Mar 2026 | 57% | 37.9% | 2.5% | 2% | 0.49% |
| Apr 2026 | 52.8% | 42% | 3.5% | 1.2% | 0.55% |
| May 2026 | 51.7% | 42.1% | 3.4% | 2.2% | 0.54% |
| Jun 2026 | 61.5% | 32.9% | 3.3% | 1.8% | 0.59% |
| Jul 2026 | 54.6% | 40.4% | 2.3% | 1.9% | 0.78% |
| Aug 2026 | 56.1% | 38.8% | 2.5% | 2% | 0.66% |
| Sep 2026 | 53.6% | 40.7% | 2.8% | 2.3% | 0.54% |
How has the Bellroy and Secrid comparison changed over the last 12 months?
3 findings
- Bellroy was ahead of Secrid 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, Secrid’s share of searches among wallet brands in New Zealand moved from 2.1% to 2.8%, and its estimated monthly branded searches moved from 210 to 260.
How did search popularity change for New Zealand wallet brands in September 2026?
2 changes
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 Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Bellroy’s and Secrid’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.
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