Brandwave

How popular isApple Watch?

In September 2026, people searched for Apple Watch by name about 450,000 times in the United Kingdom, about the same as the previous year. These searches made up 49.4% of all United Kingdom smartwatch brand searches, placing Apple Watch first out of ten brands. When we asked both ChatGPT and Google AI Overviews about smartwatch brands, Apple Watch appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Apple Watch is the most searched of 10 competitors and the second most recommended in AI answers.

  1. Apple WatchShare of searches 49.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. FitbitShare of searches 14.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. GarminShare of searches 14.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Samsung Galaxy WatchShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. WHOOPShare of searches 5.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top smartwatch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple Watch was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Apple Watch is the second most recommended of the ten.

Most recommended by AI

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

  1. Garmin1st
  2. Apple Watch2nd
  3. Fitbit3rd
  4. Amazfit4th
  5. Samsung Galaxy Watch5th
  6. Huawei6th
  7. Google Pixel7th
  8. WHOOP–
  9. COROS–
  10. Polar–

Mentioned by AI

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

  • Fitbit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Garmin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple Watch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Pixel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazfit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung Galaxy Watch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huawei1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which smartwatch brands compete with Apple Watch?

Apple Watch against smartwatch brands in the United Kingdom, by month

Share of searches by month for Apple Watch, Fitbit, Garmin, Samsung Galaxy Watch, WHOOP, Google Pixel. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchFitbitGarminSamsung Galaxy WatchWHOOPGoogle PixelAmazfitHuaweiCOROSPolar
Oct 202549.5%14.8%14.8%9.1%3%3.3%1.6%2.4%1.1%0.32%
Nov 202554.6%13.4%13.4%8.2%2.7%3.4%1.5%1.8%0.8%0.29%
Dec 202555.3%13.6%13.6%7.2%3.3%2.8%1.5%1.8%0.67%0.24%
Jan 202645.8%16.8%16.8%7.3%5%2.7%2.3%1.8%1%0.37%
Feb 202647.4%14.2%17.4%7.5%5.2%2.6%2.3%1.9%1%0.37%
Mar 202646.6%13.9%17.1%8.6%5.1%3.1%2.3%1.9%1%0.37%
Apr 202643.8%16.1%19.6%7%5.9%2.4%2.2%1.8%0.96%0.35%
May 202641.7%22.8%15.3%6.6%5.6%2.5%2%2%1.1%0.33%
Jun 202643.4%19.5%15.9%7.4%5.8%2.6%2.1%2.1%0.78%0.28%
Jul 202639.7%17.8%17.8%9.5%6.5%2.9%2.4%2%1.1%0.32%
Aug 202642.5%15.6%19.1%8.3%5.7%3.4%2.1%2.1%0.94%0.33%
Sep 202649.4%14.8%14.8%7.4%5.4%3%2%2%0.89%0.26%

  1. 1.Apple Watch

    49.4%

    Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +6.9 points.

  2. 2.Fitbit

    14.8%

    Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.8 points.

  3. 3.Garmin

    14.8%

    Moved from 2nd to 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -4.2 points.

  4. 4.Samsung Galaxy Watch

    7.4%

    Held 4th. 67.6K estimated branded searches, -5.7% vs prior month. Share -0.9 points.

  5. 5.WHOOP

    5.4%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Google Pixel

    3%

    Held 6th. 26.9K estimated branded searches, -9.1% vs prior month. Share -0.5 points.

  7. 7.Amazfit

    2%

    Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Huawei

    2%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.COROS

    0.89%

    Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Polar

    0.26%

    Held 10th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

Google Pixel sells other things too, so only its searches that name this product count here, like “pixel watch”.

Compare popularity between Apple Watch and its closest rivals

Every comparison with Apple Watch

9 comparisons

How has branded search demand for Apple Watch changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Apple Watch in the United Kingdom held steady at 450K.
  • Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch brands in the United Kingdom peaked at 55.3% in December 2025 and was lowest at 39.7% in July 2026.

How did search popularity change for United Kingdom smartwatch brands in September 2026?

6 changes

  1. In September 2026, Apple Watch gained share of searches among smartwatch brands in the United Kingdom, from 42.5% to 49.4%.

  2. In September 2026, Garmin lost share of searches among smartwatch brands in the United Kingdom, from 19.1% to 14.8%.

  3. In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch brands in the United Kingdom, from 8.3% to 7.4%.

  4. In September 2026, Fitbit lost share of searches among smartwatch brands in the United Kingdom, from 15.6% to 14.8%.

  5. Estimated monthly branded searches for WHOOP in the United Kingdom rose 82.7% over 12 measured months, from 27.1K to 49.5K in September 2026.

  6. Estimated monthly branded searches for Amazfit in the United Kingdom rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

How are Apple Watch’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Apple Watch’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • apple watch

How the Brand Demand Index is measured

Who owns Apple Watch?

Apple Watch is owned by Apple. Brandwave also tracks Apple AirPods, Apple iPad, Apple iPhone and Apple MacBook, owned by the same company, in the United Kingdom.

Do you work for Apple Watch? To request corrections or removal please contact us via our support page and we will be happy to assist.

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