How popular isHamilton?
In September 2026, people searched for Hamilton by name about 135,000 times in the United States, a 22.7% increase from the previous year. These searches made up 3.5% of all United States watch brand searches, placing Hamilton ninth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about watch brands, Hamilton appeared in two of the five answers and was the 11th most recommended of the 15.
Hamilton is the ninth most searched of 15 competitors and the 11th most recommended in AI answers.
RolexShare of searches 21.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
CasioShare of searches 20.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
SeikoShare of searches 9.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
CartierShare of searches 7.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
HamiltonShare of searches 3.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 11th
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Top watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hamilton was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hamilton is the 11th most recommended of the 15.
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.
- 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
Tudor2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about watch brands
5 answers
Asked ChatGPT
“Which watch brand should I buy?”
Asked ChatGPT
“What are the best watch brands?”
Asked ChatGPT
“What is the best watch for men under $500?”
Searched Google, AI Overview
“watches”
Searched Google, AI Overview
“mens watches”
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 Hamilton?
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
| Month | Rolex | Casio | Seiko | Cartier | Citizen | Omega | Invicta | TAG Heuer | Hamilton | Tissot | Tudor | Bulova | Fossil | Timex | Breitling |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.7% | 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 2025 | 20.3% | 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 2025 | 19.8% | 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 2026 | 20.6% | 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 2026 | 19.8% | 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 2026 | 22.2% | 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 2026 | 21.9% | 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 2026 | 21.2% | 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 2026 | 17.8% | 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 2026 | 19% | 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 2026 | 20.9% | 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 2026 | 21.5% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.5% | 823K | 0% | +0.6 points | |
| 2, held 2nd | 20.8% | 796K | 0% | +0.6 points | |
| 3, held 3rd | 9.6% | 368K | 0% | +0.3 points | |
| 4, held 4th | 7.9% | 301K | 0% | +0.2 points | |
| 5, held 5th | 5.2% | 201K | -18.3% | -1 points | |
| 6, held 6th | 5.2% | 201K | -18.3% | -1 points | |
| 7, held 7th | 4.3% | 165K | 0% | +0.1 points | |
| 8, held 8th | 4.3% | 165K | 0% | +0.1 points | |
| 9, moved from 10th to 9th | 3.5% | 135K | 0% | +0.1 pointsmoved from 10th to 9th | |
| 10, moved from 11th to 10th | 3.5% | 135K | 0% | +0.1 pointsmoved from 11th to 10th | |
| 11, moved from 9th to 11th | 3.5% | 135K | -18.2% | -0.7 pointsmoved from 9th to 11th | |
| 12, held 12th | 2.9% | 110K | 0% | +0.1 points | |
| 13, moved from 15th to 13th | 2.9% | 110K | +21.5% | +0.6 pointsmoved from 15th to 13th | |
| 14, moved from 13th to 14th | 2.9% | 110K | 0% | +0.1 pointsmoved from 13th to 14th | |
| 15, moved from 14th to 15th | 1.9% | 74K | -18.2% | -0.4 pointsmoved from 14th to 15th |
1.
Rolex21.5%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share +0.6 points.
2.
Casio20.8%
Held 2nd. 796K estimated branded searches, 0% vs prior month. Share +0.6 points.
3.
Seiko9.6%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.
4.
Cartier7.9%
Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Citizen5.2%
Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.
6.
Omega5.2%
Held 6th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.
7.
Invicta4.3%
Held 7th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.3%
Held 8th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.
Hamilton3.5%
Moved from 10th to 9th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.
10.
Tissot3.5%
Moved from 11th to 10th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.
Tudor3.5%
Moved from 9th to 11th. 135K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
12.
Bulova2.9%
Held 12th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
13.
Fossil2.9%
Moved from 15th to 13th. 110K estimated branded searches, +21.5% vs prior month. Share +0.6 points.
14.
Timex2.9%
Moved from 13th to 14th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
15.
Breitling1.9%
Moved from 14th to 15th. 74K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
Compare popularity between Hamilton and its closest rivals
Every comparison with Hamilton
14 comparisons
How has branded search demand for Hamilton changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hamilton in the United States rose from 110K to 135K.
- Across the 12 months ending September 2026, Hamilton’s share of searches among watch brands in the United States peaked at 4.4% in March 2026 and was lowest at 2.7% in December 2025.
- Across the 12 months ending September 2026, Hamilton rose from 11th to 9th among watch brands in the United States.
How did search popularity change for United States watch brands in September 2026?
6 changes
In September 2026, Fossil overtook Timex and Breitling to rank 13th among watch brands in the United States, with 2.9% of the searches.
In September 2026, Rolex gained share of searches among watch brands in the United States, from 20.9% to 21.5%.
In September 2026, Casio gained share of searches among watch brands in the United States, from 20.2% to 20.8%.
In September 2026, Citizen lost share of searches among watch brands in the United States, from 6.2% to 5.2%.
In September 2026, Omega lost share of searches among watch brands in the United States, from 6.2% to 5.2%.
In September 2026, Tudor lost share of searches among watch brands in the United States, from 4.2% to 3.5%.
How are Hamilton’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Hamilton’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.
- hamilton watches
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Is Hamilton your brand?
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