Brandwave

Master Lock vs Squire:Which is more popular?

In September 2026, Squire had more branded searches than Master Lock among padlock brands in New Zealand. Squire had about 600 branded searches, while Master Lock had 390. Squire made up 30.2% of all padlock brand searches we track, and Master Lock accounted for 19.6%. When we asked ChatGPT and Google AI Overviews about padlock brands, Master Lock appeared in all five answers and Squire in none.

Among padlock brands in New Zealand in September 2026

Who do people search for more?

Squire, about 54% more searches than Master Lock

Squire 600 searchesMaster Lock 390 searches

Who does AI mention more?

Master Lock, mentioned in every answer we collected

Master Lock in 5 of 5Squire in 0 of 5

Who does AI recommend more?

Master Lock, the only one of the two named

Master Lock first in 5Squire never named

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Top padlock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Master Lock appeared in all five answers. Squire did not appear in any of the five answers.

Most recommended by AI

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

  1. ABUS1st
  2. Master Lock2nd
  3. Yale3rd
  4. Squire–
  5. Sandleford–

Mentioned by AI

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

  • Master Lock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ABUS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yale3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Squire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sandleford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about padlock 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 Master Lock or Squire more popular in search?

This chart shows how often people search Google for Master Lock and Squire by name. Each line represents a brand's share of searches for all five padlock brands we track, month by month, from searches in New Zealand.

Master Lock and Squire among padlock brands in New Zealand, by month

Share of searches by month for Squire, Master Lock. The figures are in the table below the chart.

View monthly share of searches table
MonthYaleSquireMaster LockABUSSandleford
Oct 202536%36.5%15.5%9.5%2.5%
Nov 202534.8%35.3%18.8%8.7%2.4%
Dec 202533.5%34%20.5%9.8%2.3%
Jan 202631.6%39%17.1%10.1%2.2%
Feb 202629.1%36%21.2%10.3%3.4%
Mar 202629.6%36.7%20.6%10.6%2.5%
Apr 202631.6%39%18%9.2%2.2%
May 202630.9%38.2%19.7%9%2.1%
Jun 202634.8%35.3%16.9%11.1%1.9%
Jul 202634.1%34.6%20.4%8.5%2.4%
Aug 202631.9%39.8%17.3%8%3.1%
Sep 202636.2%30.2%19.6%10.6%3.5%

How has the Master Lock and Squire comparison changed over the last 12 months?

3 findings
  • Squire was ahead of Master Lock in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Master Lock’s share of searches among padlock brands in New Zealand moved from 15.5% to 19.6%, and its estimated monthly branded searches moved from 310 to 390.
  • Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand moved from 36.5% to 30.2%, and its estimated monthly branded searches moved from 730 to 600.

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

3 changes

  1. In September 2026, Yale overtook Squire to become the leader among padlock brands in New Zealand, with 36.2% of the searches.

  2. In September 2026, Master Lock gained share of searches among padlock brands in New Zealand, from 17.3% to 19.6%.

  3. In September 2026, Squire lost share of searches among padlock brands in New Zealand, from 39.8% to 30.2%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Master Lock’s and Squire’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.

Master Lock

2 branded search terms

  • master lock
  • master lock padlock

Squire

2 branded search terms

  • squire
  • squire padlock

How the Brand Demand Index is measured

Other head-to-heads among padlock brands

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