Watches of Switzerland vs Watchfinder & Co.:Which is more popular?
In September 2026, Watchfinder & Co. had more branded searches than Watches of Switzerland among watch retailers in the United Kingdom. Watchfinder & Co. had about 110,000 branded searches, while Watches of Switzerland had 60,500. Watchfinder & Co. made up 44.9% of all watch retailer searches we track, and Watches of Switzerland accounted for 24.7%. When we asked ChatGPT and Google AI Overviews about watch retailers, Watches of Switzerland and Watchfinder & Co. each appeared in three of the five answers. Watches of Switzerland and Watchfinder & Co. were each mentioned first in two of the four answers that named either.
Who do people search for more?
Watchfinder & Co., about 82% more searches than Watches of Switzerland
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 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 and Watchfinder & Co. were each 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 and Watchfinder & Co. were each listed first in two of the four answers 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 Watches of Switzerland or Watchfinder & Co. more popular in search?
This chart shows how often people search Google for Watches of Switzerland and Watchfinder & Co. 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., 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 Watches of Switzerland and Watchfinder & Co. comparison changed over the last 12 months?
3 findings
- Watchfinder & Co. was ahead of Watches of Switzerland in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Watchfinder & Co.’s share of searches among watch retailers in the United Kingdom moved from 46.7% to 44.9%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for United Kingdom watch retailers in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Watches of Switzerland’s and Watchfinder & Co.’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.
Watches of Switzerland
1 branded search term
- watches of switzerland
Watchfinder & Co.
1 branded search term
- watchfinder
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