How popular isWatches of Switzerland?
In September 2026, people searched for Watches of Switzerland by name about 60,500 times in the United Kingdom, a 22.2% increase from the previous year. These searches made up 24.7% of all United Kingdom watch retailer searches, placing Watches of Switzerland third out of six retailers. When we asked both ChatGPT and Google AI Overviews about watch retailers, Watches of Switzerland appeared in three of the five answers and was the third most recommended of the six.
Watches of Switzerland is the third most searched of 6 competitors and the third most recommended in AI answers.
Watchfinder & Co.Share of searches 44.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Chrono24Share of searches 24.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Watches of SwitzerlandShare of searches 24.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
First Class WatchesShare of searches 3.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
GoldsmithsShare of searches 1.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top watch retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Watches of Switzerland was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Watches of Switzerland is the third most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Goldsmiths5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Watchfinder & Co.3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Watches of Switzerland3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Chrono241 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- First Class Watches1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jura Watches0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about watch retailers
5 answers
Asked ChatGPT
“What's the best place to buy a luxury watch in the UK?”
Asked ChatGPT
“Where can I safely buy a pre-owned watch in the UK?”
Asked ChatGPT
“Which UK watch retailers have the best prices on Seiko and Tissot?”
Searched Google, AI Overview
“luxury watches”
Searched Google, AI Overview
“pre owned watches”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Which watch retailers compete with Watches of Switzerland?
Share of searches by month for Watchfinder & Co., Chrono24, Watches of Switzerland, First Class Watches. The figures are in the table below the chart.
View monthly share of searches table
| Month | Watchfinder & Co. | Chrono24 | Watches of Switzerland | First Class Watches | Goldsmiths | Jura Watches |
|---|---|---|---|---|---|---|
| Oct 2025 | 46.7% | 25.7% | 21% | 2.8% | 2.3% | 1.5% |
| Nov 2025 | 45.9% | 25.2% | 20.7% | 4.1% | 2.3% | 1.8% |
| Dec 2025 | 48.9% | 21.9% | 21.9% | 3.6% | 2.4% | 1.3% |
| Jan 2026 | 46.2% | 25.4% | 20.8% | 3.4% | 2.8% | 1.5% |
| Feb 2026 | 47% | 25.9% | 21.2% | 2.8% | 2.3% | 0.81% |
| Mar 2026 | 46.7% | 25.7% | 21% | 3.4% | 2.3% | 0.81% |
| Apr 2026 | 46.7% | 25.7% | 21% | 3.4% | 2.3% | 0.81% |
| May 2026 | 42.1% | 28.3% | 23.1% | 3.8% | 2.1% | 0.61% |
| Jun 2026 | 44.6% | 24.5% | 24.5% | 3.3% | 2.2% | 0.97% |
| Jul 2026 | 44.7% | 24.6% | 24.6% | 3.3% | 2.2% | 0.65% |
| Aug 2026 | 49.6% | 22.2% | 22.2% | 3.6% | 1.6% | 0.7% |
| Sep 2026 | 44.9% | 24.7% | 24.7% | 3.3% | 1.8% | 0.53% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.9% | 110K | -18.5% | -4.7 points | |
| 2, held 2nd | 24.7% | 60.5K | 0% | +2.5 points | |
| 3, held 3rd | 24.7% | 60.5K | 0% | +2.5 points | |
| 4, held 4th | 3.3% | 8.1K | -18.2% | -0.3 points | |
| 5, held 5th | 1.8% | 4.4K | 0% | +0.2 points | |
| 6, held 6th | 0.53% | 1.3K | -31.6% | -0.2 points |
44.9%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -4.7 points.
2.
Chrono2424.7%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +2.5 points.
24.7%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +2.5 points.
3.3%
Held 4th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
1.8%
Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.
0.53%
Held 6th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.2 points.
Compare popularity between Watches of Switzerland and its closest rivals
- Watches of Switzerland vs Watchfinder & Co.: compare popularity
- Watches of Switzerland vs Chrono24: compare popularity
- Watches of Switzerland vs First Class Watches: compare popularity
- Watches of Switzerland vs Goldsmiths: compare popularity
- Watches of Switzerland vs Jura Watches: compare popularity
- Compare Watches of Switzerland with any brand
Every comparison with Watches of Switzerland
5 comparisons
How has branded search demand for Watches of Switzerland changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Watches of Switzerland in the United Kingdom rose from 49.5K to 60.5K.
- Across the 12 months ending September 2026, Watches of Switzerland’s share of searches among watch retailers in the United Kingdom increased from 21% to 24.7%.
- Across the 12 months ending September 2026, Watches of Switzerland’s share of searches among watch retailers in the United Kingdom peaked at 24.7% in September 2026 and was lowest at 20.7% in November 2025.
How did search popularity change for United Kingdom watch retailers in September 2026?
6 changes
In September 2026, Chrono24 gained share of searches among watch retailers in the United Kingdom, from 22.2% to 24.7%.
In September 2026, Watches of Switzerland gained share of searches among watch retailers in the United Kingdom, from 22.2% to 24.7%.
In September 2026, Watchfinder & Co. lost share of searches among watch retailers in the United Kingdom, from 49.6% to 44.9%.
Estimated monthly branded searches for First Class Watches in the United Kingdom rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
Estimated monthly branded searches for Jura Watches in the United Kingdom fell 63.9% over 12 measured months, from 3.6K to 1.3K in September 2026.
Estimated monthly branded searches for Goldsmiths in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are Watches of Switzerland’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Watches of Switzerland’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.
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