Brandwave

First Class Watches vs Watches of Switzerland:Which is more popular?

In September 2026, Watches of Switzerland had more branded searches than First Class Watches among watch retailers in the United Kingdom. Watches of Switzerland had about 60,500 branded searches, while First Class Watches had 8,100. Watches of Switzerland made up 24.7% of all watch retailer searches we track, and First Class Watches accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about watch retailers, Watches of Switzerland appeared in three of the five answers and First Class Watches in one. Watches of Switzerland was mentioned before First Class Watches in three out of four answers that named either.

Among watch retailers in the United Kingdom in September 2026

Who do people search for more?

Watches of Switzerland, about 7 searches for every 1 for First Class Watches

Watches of Switzerland 60.5K searchesFirst Class Watches 8.1K searches

Who does AI mention more?

Watches of Switzerland, mentioned in 3 of 5 answers, First Class Watches in 1

Watches of Switzerland in 3 of 5First Class Watches in 1 of 5

Who does AI recommend more?

Watches of Switzerland, named ahead of First Class Watches in 3 of 4 answers

Watches of Switzerland first in 3First Class Watches first in 1

Follow First Class Watches vs Watches of Switzerland and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. First Class Watches 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 First Class Watches in three out of four answers that named either.

Most recommended by AI

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

  1. Goldsmiths1st
  2. Watchfinder & Co.2nd
  3. Watches of Switzerland3rd
  4. First Class Watches4th
  5. Chrono245th
  6. Jura Watches–

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

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 First Class Watches or Watches of Switzerland more popular in search?

This chart shows how often people search Google for First Class Watches 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.

First Class Watches and Watches of Switzerland among watch retailers in the United Kingdom, by month

Share of searches by month for Watches of Switzerland, First Class Watches. The figures are in the table below the chart.

View monthly share of searches table
MonthWatchfinder & Co.Chrono24Watches of SwitzerlandFirst Class WatchesGoldsmithsJura Watches
Oct 202546.7%25.7%21%2.8%2.3%1.5%
Nov 202545.9%25.2%20.7%4.1%2.3%1.8%
Dec 202548.9%21.9%21.9%3.6%2.4%1.3%
Jan 202646.2%25.4%20.8%3.4%2.8%1.5%
Feb 202647%25.9%21.2%2.8%2.3%0.81%
Mar 202646.7%25.7%21%3.4%2.3%0.81%
Apr 202646.7%25.7%21%3.4%2.3%0.81%
May 202642.1%28.3%23.1%3.8%2.1%0.61%
Jun 202644.6%24.5%24.5%3.3%2.2%0.97%
Jul 202644.7%24.6%24.6%3.3%2.2%0.65%
Aug 202649.6%22.2%22.2%3.6%1.6%0.7%
Sep 202644.9%24.7%24.7%3.3%1.8%0.53%

How has the First Class Watches and Watches of Switzerland comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom watch retailers in September 2026?

2 changes

  1. In September 2026, Watches of Switzerland gained share of searches among watch retailers in the United Kingdom, from 22.2% to 24.7%.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Class Watches’ 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.

First Class Watches

1 branded search term

  • first class watches

Watches of Switzerland

1 branded search term

  • watches of switzerland

How the Brand Demand Index is measured

Other head-to-heads among watch retailers

Creator with pink hair and a pink jacket

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.

Start free