Watch retailers in the United Kingdom:Which are most popular?
In September 2026, Watchfinder & Co. was the most searched watch retailer in the United Kingdom, accounting for 44.9% of all searches among the six retailers we track. When we checked with ChatGPT and Google AI Overviews, Goldsmiths showed up in every answer. Goldsmiths was recommended most often, coming first in one out of five responses.
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Goldsmiths appeared every time. Goldsmiths was recommended most often, coming first in one out of five answers. Watchfinder & Co. was second, and Watches of Switzerland was third. Jura Watches, which ranked sixth in searches, was not mentioned at all.
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 do people search for most?
This chart shows how often people search Google for each watch retailer by name. Each line represents a brand's share of searches for all six watch retailers we track, month by month, from searches in United Kingdom.
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.
Which brand is most popular in search among watch retailers in the United Kingdom?
6 brands
In September 2026, Watchfinder & Co. was the most searched among watch retailers in the United Kingdom, with an estimated 110K branded searches, 44.9% of all searches for the six we track. Chrono24 is in 2nd place, 20.2 percentage points behind at 24.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Watchfinder & Co. | 46.7% → 44.9% | 49.6%Aug 2026 | 42.1%May 2026 | 1st |
| Chrono24 | 25.7% → 24.7% | 28.3%May 2026 | 21.9%Dec 2025 | 2nd |
| Watches of Switzerland | 21% → 24.7% | 24.7%Sep 2026 | 20.7%Nov 2025 | 3rd |
| First Class Watches | 2.8% → 3.3% | 4.1%Nov 2025 | 2.8%Oct 2025 | 4th |
| Goldsmiths | 2.3% → 1.8% | 2.8%Jan 2026 | 1.6%Aug 2026 | 5th |
| Jura Watches | 1.5% → 0.53% | 1.8%Nov 2025 | 0.53%Sep 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Watchfinder & Co.’s share of searches among watch retailers in the United Kingdom decreased from 46.7% to 44.9%.
- Across the 12 months ending September 2026, Chrono24’s share of searches among watch retailers in the United Kingdom decreased from 25.7% to 24.7%.
- 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, First Class Watches’ share of searches among watch retailers in the United Kingdom increased from 2.8% to 3.3%.
- Across the 12 months ending September 2026, Jura Watches’ share of searches among watch retailers in the United Kingdom decreased from 1.5% to 0.53%.
- Across the 12 months ending September 2026, Watchfinder & Co.’s share of searches among watch retailers in the United Kingdom peaked at 49.6% in August 2026 and was lowest at 42.1% in May 2026.
- Across the 12 months ending September 2026, Chrono24’s share of searches among watch retailers in the United Kingdom peaked at 28.3% in May 2026 and was lowest at 21.9% in December 2025.
- 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.
- Across the 12 months ending September 2026, First Class Watches’ share of searches among watch retailers in the United Kingdom peaked at 4.1% in November 2025 and was lowest at 2.8% in October 2025.
- Across the 12 months ending September 2026, Goldsmiths’ share of searches among watch retailers in the United Kingdom peaked at 2.8% in January 2026 and was lowest at 1.6% in August 2026.
- Across the 12 months ending September 2026, Jura Watches’ share of searches among watch retailers in the United Kingdom peaked at 1.8% in November 2025 and was lowest at 0.53% in September 2026.
- Across the 12 months ending September 2026, Goldsmiths held steady: its share of searches among watch retailers in the United Kingdom moved less than 0.5 percentage points.
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 branded searches counted for watch retailers?
6 search terms
Each brand's share of searches among watch retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Watchfinder & Co.
1 branded search term
- watchfinder
Chrono24
1 branded search term
- chrono24
Watches of Switzerland
1 branded search term
- watches of switzerland
First Class Watches
1 branded search term
- first class watches
Goldsmiths
1 branded search term
- goldsmiths watches
Jura Watches
1 branded search term
- jura watches
Compare popularity between leading brands
- Watchfinder & Co. vs Chrono24: compare popularity
- Watchfinder & Co. vs Watches of Switzerland: compare popularity
- Watchfinder & Co. vs First Class Watches: compare popularity
- Chrono24 vs Watches of Switzerland: compare popularity
- Chrono24 vs First Class Watches: compare popularity
- Watches of Switzerland vs First Class Watches: compare popularity
- Compare any of these brands
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