Brandwave

Gemma Lee vs Quiksilver:Which is more popular?

In September 2026, Quiksilver had more branded searches than Gemma Lee among surf brands in New Zealand. Quiksilver had about 610 branded searches, while Gemma Lee had 110. Quiksilver made up 3.3% of all surf brand searches we track, and Gemma Lee accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about surf brands, Gemma Lee and Quiksilver each appeared in two of the five answers. Gemma Lee was mentioned before Quiksilver in two out of three answers that named either.

Among surf brands in New Zealand in September 2026

Who do people search for more?

Quiksilver, about 6 searches for every 1 for Gemma Lee

Quiksilver 610 searchesGemma Lee 110 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Gemma Lee in 2 of 5Quiksilver in 2 of 5

Who does AI recommend more?

Gemma Lee, named ahead of Quiksilver in 2 of 3 answers

Gemma Lee first in 2Quiksilver first in 1

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gemma Lee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Quiksilver was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Gemma Lee was listed before Quiksilver in two out of three answers that named either.

Most recommended by AI

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

  1. Rip Curl1st
  2. Billabong2nd
  3. Seventhwave3rd
  4. Roxy4th
  5. JS Industries5th
  6. Gemma Lee6th
  7. Volcom7th
  8. Quiksilver8th
  9. O'Neill9th
  10. Salty Crew–

Mentioned by AI

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

  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JS Industries3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quiksilver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Seventhwave2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gemma Lee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about surf 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 21, 2026.

Is Gemma Lee or Quiksilver more popular in search?

This chart shows how often people search Google for Gemma Lee and Quiksilver by name. Each line represents a brand's share of searches for all ten surf brands we track, month by month, from searches in New Zealand.

Gemma Lee and Quiksilver among surf brands in New Zealand, by month

Share of searches by month for Quiksilver, Gemma Lee. The figures are in the table below the chart.

View monthly share of searches table
MonthBillabongRip CurlVolcomSalty CrewO'NeillQuiksilverRoxySeventhwaveGemma LeeJS Industries
Oct 202530.3%36.7%7.2%9.1%5.9%4.9%3.2%1.6%0.55%0.55%
Nov 202530.9%36.8%5.2%10.7%5.2%4.5%3.8%1.6%0.85%0.46%
Dec 202528.7%38.3%5.6%11.2%5.7%4.1%3.1%2%0.71%0.47%
Jan 202630.3%38.4%6.5%7.5%6.6%4%3.5%2%0.59%0.59%
Feb 202630.7%36%6.8%7.3%7.8%5.1%2.9%1.9%0.82%0.82%
Mar 202629.6%35.7%8.6%7.4%7.6%5.1%2.4%1.9%0.65%1%
Apr 202633.3%33.5%9.1%7%7.1%4.1%2.2%2.1%0.38%1.2%
May 202630.7%30.7%10.3%9.3%7.8%5.2%2.4%1.9%0.83%1%
Jun 202626.6%34.2%11.2%8.4%8.1%6.2%2.2%1.7%0.45%0.89%
Jul 202627%34.2%12.1%8.5%7.9%5%2.5%1.6%0.43%0.68%
Aug 202631.4%32.3%11.2%7.9%7.1%4.3%3.1%1.5%0.65%0.53%
Sep 202635.5%33.6%8.6%6.9%6.5%3.3%3.2%1.2%0.6%0.6%

How has the Gemma Lee and Quiksilver comparison changed over the last 12 months?

3 findings
  • Quiksilver was ahead of Gemma Lee in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Gemma Lee’s share of searches among surf brands in New Zealand moved from 0.55% to 0.6%, and its estimated monthly branded searches held steady at 110.
  • Across the 12 months ending September 2026, Quiksilver’s share of searches among surf brands in New Zealand moved from 4.9% to 3.3%, and its estimated monthly branded searches moved from 980 to 610.

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

1 change

  1. In September 2026, Quiksilver lost share of searches among surf brands in New Zealand, from 4.3% to 3.3%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Gemma Lee’s and Quiksilver’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.

Gemma Lee

1 branded search term

  • gemma lee

Quiksilver

6 branded search terms

  • quiksilver
  • quiksilver apparel
  • quiksilver boardshorts
  • quiksilver clothing
  • quiksilver hoody
  • quiksilver wetsuit

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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