Morris & Watson vs Stolen Girlfriends Club:Which is more popular by branded search in New Zealand?
In August 2026, Stolen Girlfriends Club had more branded searches than Morris & Watson among designer jewellery brands in New Zealand. Stolen Girlfriends Club was estimated to have 6K branded searches compared to Morris & Watson’s 2.9K, and held a 26.6% Share of Search versus Morris & Watson’s 13%.
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Which is more popular in search, Morris & Watson or Stolen Girlfriends Club?
Compare the New Zealand designer jewellery brands shoppers buy for themselves and as gifts. 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.
Share of Search by month for Stolen Girlfriends Club, Morris & Watson. The figures are in the table below the chart.
View monthly share of search table
| Month | Stolen Girlfriends Club | Zoe & Morgan | Bare Jewellery | Morris & Watson | Nick Von K | Meadowlark | Silk & Steel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.5% | 21.3% | 14.5% | 26.2% | 11.1% | 3.4% | 5.1% |
| Nov 2025 | 21.8% | 29.4% | 21.2% | 9.6% | 10.7% | 3.1% | 4.1% |
| Dec 2025 | 22% | 24.9% | 15.7% | 16.1% | 12% | 4.2% | 5% |
| Jan 2026 | 17% | 20.7% | 12.5% | 33.7% | 8.9% | 3.7% | 3.5% |
| Feb 2026 | 14.9% | 17.5% | 11.6% | 38.1% | 9.8% | 4.2% | 4% |
| Mar 2026 | 19.1% | 24.3% | 18.6% | 21.2% | 8.9% | 3.9% | 4.1% |
| Apr 2026 | 20.6% | 22.5% | 13.4% | 17.8% | 13.9% | 5% | 6.9% |
| May 2026 | 22.3% | 20.9% | 15.4% | 16.3% | 13.3% | 5.5% | 6.2% |
| Jun 2026 | 26.5% | 16.1% | 20.9% | 15.7% | 11.3% | 5.2% | 4.3% |
| Jul 2026 | 22.1% | 28.7% | 12.9% | 13% | 13.8% | 5.5% | 4.1% |
| Aug 2026 | 26.6% | 20.6% | 16% | 13% | 12.9% | 6% | 4.9% |
| Sep 2026 | — | — | — | — | — | — | — |
How has the Morris & Watson and Stolen Girlfriends Club comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: Stolen Girlfriends Club took it in November 2025, Morris & Watson took it in January 2026, Stolen Girlfriends Club took it in April 2026.
- Across the 11 months ending August 2026, Morris & Watson’s estimated Share of Search among designer jewellery brands in New Zealand moved from 26.2% to 13%, and its estimated monthly branded searches moved from 6.8K to 2.9K.
- Across the 11 months ending August 2026, Stolen Girlfriends Club’s estimated Share of Search among designer jewellery brands in New Zealand moved from 18.5% to 26.6%, and its estimated monthly branded searches moved from 4.8K to 6K.
How did search popularity change for New Zealand designer jewellery brands in August 2026?
3 changes
In August 2026, Stolen Girlfriends Club overtook Zoe & Morgan to take the highest estimated Share of Search among designer jewellery brands in New Zealand, at 26.6%.
In August 2026, Bare Jewellery overtook Morris & Watson to rank 3rd among designer jewellery brands in New Zealand, at 16%.
Morris & Watson’s estimated Share of Search among designer jewellery brands in New Zealand has lost ground for 3 months in a row, from 16.3% to 13% in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Morris & Watson’s and Stolen Girlfriends Club’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.
Morris & Watson
3 branded search terms
- morris and watson jewellery
- morris and watson silver
- morris watson
Stolen Girlfriends Club
14 branded search terms
- stolen girlfriends club
- stolen girlfriends club bangle
- stolen girlfriends club clothes
- stolen girlfriends club earrings
- stolen girlfriends club jewellery
- stolen girlfriends club near me
- stolen girlfriends club necklace
- stolen girlfriends club nz
- stolen girlfriends club online
- stolen girlfriends club rings
- stolen girlfriends club sale
- stolengirlfriendsclub
- stolengirlfriendsclub com
- stolengirlfriendsclub nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.