Brandwave

How popular isFossil?

In September 2026, people searched for Fossil by name about 110,000 times in the United States, about the same as the previous year. These searches made up 2.9% of all United States watch brand searches, placing Fossil 13th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about watch brands, Fossil appeared in one of the five answers and was the tenth most recommended of the 15.

Search and AI answers in September 2026

Fossil is the 13th most searched of 15 competitors and the tenth most recommended in AI answers.

  1. RolexShare of searches 21.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. CasioShare of searches 20.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. SeikoShare of searches 9.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. CartierShare of searches 7.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  5. FossilShare of searches 2.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th

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Top watch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fossil was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Fossil is the tenth most recommended of the 15.

Most recommended by AI

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

  1. Tissot1st
  2. Casio2nd
  3. Seiko3rd
  4. Rolex4th
  5. Citizen5th
  6. Omega6th
  7. TAG Heuer7th
  8. Cartier8th
  9. Tudor9th
  10. Fossil10th
  11. +5 more

Mentioned by AI

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

  • Rolex4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tissot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Casio3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Seiko3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Citizen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cartier2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Omega2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TAG Heuer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hamilton2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fossil1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 more

See every answer about watch brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which watch brands compete with Fossil?

Fossil against watch brands in the United States, by month

Share of searches by month for Rolex, Casio, Seiko, Cartier, Citizen, Omega, Invicta, TAG Heuer, Hamilton, Tissot, Tudor, Bulova, Fossil, Timex. The figures are in the table below the chart.

View monthly share of searches table
MonthRolexCasioSeikoCartierCitizenOmegaInvictaTAG HeuerHamiltonTissotTudorBulovaFossilTimexBreitling
Oct 202523.7%18.8%8.7%8.7%5.8%5.8%3.9%4.8%3.2%2.6%2.6%3.2%3.2%2.6%2.6%
Nov 202520.3%22.7%9.1%7.4%6.1%5%3.3%5%3.3%3.3%2.7%3.3%3.3%2.7%2.2%
Dec 202519.8%24.6%8.9%7.3%5.9%4.9%4%4.9%2.7%3.3%2.7%4%3.3%2.2%1.8%
Jan 202620.6%25.6%7.5%7.5%5%5%3.4%5%3.4%3.4%2.8%3.4%2.8%2.3%2.3%
Feb 202619.8%24.6%7.2%7.2%5.9%5.9%4%4.9%3.2%3.2%3.2%3.2%2.7%2.7%2.2%
Mar 202622.2%23.5%8.1%8.1%5.4%4.4%3.6%4.4%4.4%3%3%3%2.4%2.4%2%
Apr 202621.9%20%8%8%5.4%5.4%3.6%5.4%3.6%3.6%4.4%2.9%2.4%2.9%2.4%
May 202621.2%19.4%9.5%7.8%6.4%6.4%3.5%5.2%3.5%4.3%3.5%2.9%2.3%2.3%1.9%
Jun 202617.8%18.4%9.7%7.9%6.5%6.5%4.4%5.3%4.4%3.6%4.4%3.6%2.9%2.9%2%
Jul 202619%18.4%10.4%8.5%6.9%5.7%3.8%4.7%3.8%3.8%4.7%3.1%2.6%2.6%2.1%
Aug 202620.9%20.2%9.3%7.6%6.2%6.2%4.2%4.2%3.4%3.4%4.2%2.8%2.3%2.8%2.3%
Sep 202621.5%20.8%9.6%7.9%5.2%5.2%4.3%4.3%3.5%3.5%3.5%2.9%2.9%2.9%1.9%

  1. 1.Rolex

    21.5%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Casio

    20.8%

    Held 2nd. 796K estimated branded searches, 0% vs prior month. Share +0.6 points.

  3. 3.Seiko

    9.6%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Cartier

    7.9%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Citizen

    5.2%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.

  6. 6.Omega

    5.2%

    Held 6th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.

  7. 7.Invicta

    4.3%

    Held 7th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.TAG Heuer

    4.3%

    Held 8th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Hamilton

    3.5%

    Moved from 10th to 9th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Tissot

    3.5%

    Moved from 11th to 10th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Tudor

    3.5%

    Moved from 9th to 11th. 135K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  12. 12.Bulova

    2.9%

    Held 12th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

  13. 13.Fossil

    2.9%

    Moved from 15th to 13th. 110K estimated branded searches, +21.5% vs prior month. Share +0.6 points.

  14. 14.Timex

    2.9%

    Moved from 13th to 14th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

  15. 15.Breitling

    1.9%

    Moved from 14th to 15th. 74K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

Compare popularity between Fossil and its closest rivals

Every comparison with Fossil

14 comparisons

How has branded search demand for Fossil changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fossil in the United States held steady at 110K.
  • Across the 12 months ending September 2026, Fossil’s share of searches among watch brands in the United States peaked at 3.3% in November 2025 and was lowest at 2.3% in August 2026.
  • Across the 12 months ending September 2026, Fossil fell from 10th to 13th among watch brands in the United States.

How did search popularity change for United States watch brands in September 2026?

6 changes

  1. In September 2026, Fossil overtook Timex and Breitling to rank 13th among watch brands in the United States, with 2.9% of the searches.

  2. In September 2026, Rolex gained share of searches among watch brands in the United States, from 20.9% to 21.5%.

  3. In September 2026, Casio gained share of searches among watch brands in the United States, from 20.2% to 20.8%.

  4. In September 2026, Citizen lost share of searches among watch brands in the United States, from 6.2% to 5.2%.

  5. In September 2026, Omega lost share of searches among watch brands in the United States, from 6.2% to 5.2%.

  6. In September 2026, Tudor lost share of searches among watch brands in the United States, from 4.2% to 3.5%.

How are Fossil’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Fossil’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • fossil watches

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How the Brand Demand Index is measured

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