Brandwave

R.M. Williams vs UGG:Which is more popular?

In September 2026, UGG had more branded searches than R.M. Williams among boot brands in the United Kingdom. UGG had about 110,000 branded searches, while R.M. Williams had 22,200. UGG made up 20.9% of all boot brand searches we track, and R.M. Williams accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about boot brands, R.M. Williams appeared in two of the four answers and UGG in none.

Among boot brands in the United Kingdom in September 2026

Who do people search for more?

UGG, about 5 searches for every 1 for R.M. Williams

UGG 110K searchesR.M. Williams 22.2K searches

Who does AI mention more?

R.M. Williams, mentioned in 2 of 4 answers, UGG in 0

R.M. Williams in 2 of 4UGG in 0 of 4

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, R.M. Williams was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. UGG did not appear in any of the four answers.

Mentioned by AI

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

  • Dr. Martens2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • R.M. Williams2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Timberland1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Blundstone1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Red Wing1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Grenson1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UGG0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hunter0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about boot brands

4 answers

  • Asked ChatGPT

    “What are the best boot brands in the UK?”

    1. 1R.M. Williams
    2. 2Grenson
    3. 3Red Wing
    4. 4Dr. Martens
    5. 5Blundstone
    6. 6Timberland

  • Asked ChatGPT

    “Which Chelsea boots last the longest?”

    1. 1R.M. Williams

  • Asked ChatGPT

    “What are good waterproof boots for walking in the UK?”

    1. Searched Google, AI Overview

      “chelsea boots”

      Google showed no AI Overview for this search.

    2. Searched Google, AI Overview

      “boots for women”

      1. 1Dr. Martens

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

    Is R.M. Williams or UGG more popular in search?

    This chart shows how often people search Google for R.M. Williams and UGG by name. Each line represents a brand's share of searches for all eight boot brands we track, month by month, from searches in United Kingdom.

    R.M. Williams and UGG among boot brands in the United Kingdom, by month

    Share of searches by month for UGG, R.M. Williams. The figures are in the table below the chart.

    View monthly share of searches table
    MonthDr. MartensUGGTimberlandHunterBlundstoneR.M. WilliamsRed WingGrenson
    Oct 202540.9%27.3%15%3.7%5.5%3.7%3%0.9%
    Nov 202542.1%28.1%15.4%3.1%4.6%3.8%2.1%0.76%
    Dec 202541.5%27.8%15.2%3.1%4.6%4.6%2.5%0.75%
    Jan 202646.4%20.8%17%3.4%5.1%3.4%2.8%1%
    Feb 202652.1%12.8%15.7%3.8%5.8%5.8%3.1%0.93%
    Mar 202658.7%7.9%14.5%2.9%5.3%6.5%3.5%0.7%
    Apr 202661.8%6.8%12.4%2.5%5.5%6.8%3.7%0.6%
    May 202664%4.7%12.8%2.1%5.7%7%3.1%0.5%
    Jun 202660.9%5.5%12.2%2.4%5.5%10%3%0.59%
    Jul 202665.4%7.2%10.7%2.6%3.9%7.2%2.6%0.4%
    Aug 202655.9%13.8%13.8%4.1%4.1%5%2.8%0.53%
    Sep 202646.8%20.9%14.1%6.3%4.2%4.2%2.8%0.68%

    How has the R.M. Williams and UGG comparison changed over the last 12 months?

    3 findings
    • The lead changed hands 2 times in the 12 months ending September 2026: R.M. Williams took it in May 2026, UGG took it in August 2026.
    • Across the 12 months ending September 2026, R.M. Williams’ share of searches among boot brands in the United Kingdom moved from 3.7% to 4.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
    • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in the United Kingdom moved from 27.3% to 20.9%, and its estimated monthly branded searches moved from 201K to 110K.

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

    3 changes

    1. In September 2026, UGG overtook Timberland to rank 2nd among boot brands in the United Kingdom, with 20.9% of the searches.

    2. In September 2026, Hunter overtook R.M. Williams and Blundstone to rank 4th among boot brands in the United Kingdom, with 6.3% of the searches.

    3. In September 2026, R.M. Williams lost share of searches among boot brands in the United Kingdom, from 5% to 4.2%.

    How are branded searches counted?

    2 search terms

    Brandwave collects information about searches that people make online using R.M. Williams’ and UGG’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.

    R.M. Williams

    1 branded search term

    • r.m. williams

    UGG

    1 branded search term

    • ugg boots

    How the Brand Demand Index is measured

    Other head-to-heads among boot brands

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