--- title: "Fossil vs Secrid: Which is searched more in New Zealand?" description: "Is Fossil or Secrid 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/fossil-vs-secrid" publisher: "Brandwave" --- # Fossil vs Secrid: Which is searched more in New Zealand? Is Fossil or Secrid 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**: Fossil and Secrid - **Competitive set**: Wallet brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Fossil Share of Search**: 0.54% - **Secrid Share of Search**: 2.8% ## Is Fossil or Secrid more popular in search? - In September 2026, Secrid had more branded searches than Fossil among wallet brands in New Zealand. Secrid had about 260 branded searches, while Fossil had 50. Secrid made up 2.8% of all wallet brand searches we track, and Fossil accounted for 0.54%. - Secrid was ahead of Fossil in every measured month of the 12 months ending September 2026. - 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. - 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. ## Top wallet brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one 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. 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? - 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. ## Month by month | Month | Fossil estimated searches | Fossil Share of Search | Fossil rank | Secrid estimated searches | Secrid Share of Search | Secrid rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 70 | 0.69% | 5 | 210 | 2.1% | 4 | | Nov 2025 | 90 | 0.59% | 5 | 390 | 2.6% | 3 | | Dec 2025 | 90 | 0.66% | 5 | 320 | 2.4% | 3 | | Jan 2026 | 70 | 0.67% | 5 | 320 | 3.1% | 4 | | Feb 2026 | 50 | 0.59% | 5 | 260 | 3.1% | 3 | | Mar 2026 | 50 | 0.49% | 5 | 260 | 2.5% | 3 | | Apr 2026 | 50 | 0.55% | 5 | 320 | 3.5% | 3 | | May 2026 | 50 | 0.54% | 5 | 320 | 3.4% | 3 | | Jun 2026 | 70 | 0.59% | 5 | 390 | 3.3% | 3 | | Jul 2026 | 70 | 0.78% | 5 | 210 | 2.3% | 3 | | Aug 2026 | 70 | 0.66% | 5 | 260 | 2.5% | 3 | | Sep 2026 | 50 | 0.54% | 5 | 260 | 2.8% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Fossil’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. - **Fossil**: Measured on the search term “fossil wallet”. - **Secrid**: Measured on the search term “secrid”. - [Fossil profile](/demand/nz/brands/fossil) - [Secrid profile](/demand/nz/brands/secrid) - [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 Fossil or Secrid more popular in search? In September 2026, Secrid had more branded searches than Fossil among wallet brands in New Zealand. Secrid had about 260 branded searches, while Fossil had 50. Secrid made up 2.8% of all wallet brand searches we track, and Fossil accounted for 0.54%. ## Cite this page Brandwave. "Fossil vs Secrid: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/fossil-vs-secrid This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/fossil-vs-secrid. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.