Brandwave

How popular isGarmin?

In September 2026, people searched for Garmin by name about 450,000 times in the United States, a 49.5% increase from the previous year. These searches made up 15.9% of all United States smartwatch brand searches, placing Garmin second out of nine brands. When we asked both ChatGPT and Google AI Overviews about smartwatch brands, Garmin appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Garmin is the second most searched of 9 competitors and the most recommended in AI answers.

  1. Apple WatchShare of searches 52.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. GarminShare of searches 15.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. FitbitShare of searches 13%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. WHOOPShare of searches 7.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  5. Samsung Galaxy WatchShare of searches 5.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top smartwatch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Garmin appeared in all five answers. Garmin is the most recommended of the nine.

Most recommended by AI

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

  1. Garmin1st
  2. Apple Watch2nd
  3. Fitbit3rd
  4. Google Pixel4th
  5. Amazfit5th
  6. Samsung Galaxy Watch6th
  7. WHOOP–
  8. COROS–
  9. Polar–

Mentioned by AI

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

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Watch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fitbit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung Galaxy Watch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Pixel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WHOOP1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazfit1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch 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 smartwatch brands compete with Garmin?

Garmin against smartwatch brands in the United States, by month

Share of searches by month for Apple Watch, Garmin, Fitbit, WHOOP, Samsung Galaxy Watch, Google Pixel. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchGarminFitbitWHOOPSamsung Galaxy WatchGoogle PixelAmazfitCOROSPolar
Oct 202559.8%12%12%3.6%6.4%3.6%1.6%0.88%0.22%
Nov 202562.3%12.5%10.2%3.1%6.6%3.1%1.4%0.62%0.18%
Dec 202562%12.5%10.2%3.7%6.6%2.8%1.4%0.61%0.18%
Jan 202650.8%15.3%15.3%5.6%7.1%2.5%2.1%0.92%0.27%
Feb 202652.1%15.7%12.8%5.7%7.3%2.6%2.6%0.94%0.28%
Mar 202651.9%15.7%12.8%7%6.8%2.6%2.1%0.94%0.23%
Apr 202650.5%15.2%15.2%6.8%6.6%2.2%2%1.1%0.22%
May 202644.5%16.4%20.1%7.3%5.8%2.4%2.2%0.99%0.24%
Jun 202644.5%16.4%20.1%7.3%5.8%2.4%2.2%0.99%0.2%
Jul 202645.8%16.9%16.9%7.5%6.9%2.5%2.3%1%0.2%
Aug 202645.3%16.7%16.7%7.5%7.3%3.3%1.8%1.2%0.24%
Sep 202652.9%15.9%13%7.1%5.6%2.6%1.7%0.96%0.19%

  1. 1.Apple Watch

    52.9%

    Held 1st. 1.5M estimated branded searches, +23% vs prior month. Share +7.7 points.

  2. 2.Garmin

    15.9%

    Moved from 3rd to 2nd. 450K estimated branded searches, 0% vs prior month. Share -0.8 points.

  3. 3.Fitbit

    13%

    Moved from 2nd to 3rd. 368K estimated branded searches, -18.2% vs prior month. Share -3.7 points.

  4. 4.WHOOP

    7.1%

    Held 4th. 201K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Samsung Galaxy Watch

    5.6%

    Held 5th. 160K estimated branded searches, -18.4% vs prior month. Share -1.6 points.

  6. 6.Google Pixel

    2.6%

    Held 6th. 73.6K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  7. 7.Amazfit

    1.7%

    Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.COROS

    0.96%

    Held 8th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.3 points.

  9. 9.Polar

    0.19%

    Held 9th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Google Pixel sells other things too, so only its searches that name this product count here, like “pixel watch”.

Compare popularity between Garmin and its closest rivals

Every comparison with Garmin

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Garmin in the United States rose from 301K to 450K.
  • Across the 12 months ending September 2026, Garmin’s share of searches among smartwatch brands in the United States increased from 12% to 15.9%.
  • Across the 12 months ending September 2026, Garmin’s share of searches among smartwatch brands in the United States peaked at 16.9% in July 2026 and was lowest at 12% in October 2025.
  • Across the 12 months ending September 2026, Garmin rose from 3rd to 2nd among smartwatch brands in the United States.

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

6 changes

  1. In September 2026, Apple Watch gained share of searches among smartwatch brands in the United States, from 45.3% to 52.9%.

  2. In September 2026, Fitbit lost share of searches among smartwatch brands in the United States, from 16.7% to 13%.

  3. In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch brands in the United States, from 7.3% to 5.6%.

  4. In September 2026, Garmin lost share of searches among smartwatch brands in the United States, from 16.7% to 15.9%.

  5. In September 2026, Google Pixel lost share of searches among smartwatch brands in the United States, from 3.3% to 2.6%.

  6. Estimated monthly branded searches for WHOOP in the United States rose 122.1% over 12 measured months, from 90.5K to 201K in September 2026.

How are Garmin’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Garmin’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.

  • garmin watch

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How the Brand Demand Index is measured

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