Chrono24 vs Watches of Switzerland:Which is more popular?
In September 2026, Chrono24 and Watches of Switzerland were level in searches among watch retailers in the United Kingdom, with an estimated 60.5K branded searches each, at 24.7% of the total each. When we asked ChatGPT and Google AI Overviews about watch retailers, Watches of Switzerland appeared in three of the five answers and Chrono24 in one. Watches of Switzerland was mentioned before Chrono24 in every answer that named either.
Who do people search for more?
Chrono24 and Watches of Switzerland are searched for about as often as each other.
Who does AI mention more?
Watches of Switzerland, mentioned in 3 of 5 answers, Chrono24 in 1
Who does AI recommend more?
Watches of Switzerland, named ahead of Chrono24 in 3 of 3 answers
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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. Chrono24 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Watches of Switzerland was listed before Chrono24 in every answer that named either.
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.
Is Chrono24 or Watches of Switzerland more popular in search?
This chart shows how often people search Google for Chrono24 and Watches of Switzerland 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 Chrono24, Watches of Switzerland. 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% |
How has the Chrono24 and Watches of Switzerland comparison changed over the last 12 months?
3 findings
- Chrono24 was ahead of Watches of Switzerland in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Chrono24’s share of searches among watch retailers in the United Kingdom moved from 25.7% to 24.7%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Watches of Switzerland’s share of searches among watch retailers in the United Kingdom moved from 21% to 24.7%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
How did search popularity change for United Kingdom watch retailers in September 2026?
2 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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Chrono24’s and Watches of Switzerland’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.
Chrono24
1 branded search term
- chrono24
Watches of Switzerland
1 branded search term
- watches of switzerland
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