Watch brands in the United States:Which are most popular?

Name: Watch brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Rolex was the most searched watch brand in the United States, accounting for 21.5% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Rolex and Tissot were mentioned most often, in four of the five answers. Tissot was recommended most often, coming first in one out of five responses.

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Top watch brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Rolex and Tissot were mentioned most often, in four of the five answers. Tissot was recommended most often, coming first in one out of five answers. Casio was second, and Seiko was third. Invicta, which ranked seventh in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Rolex	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Tissot	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Casio	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Seiko	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Citizen	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Cartier	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Omega	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
TAG Heuer	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Hamilton	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Tudor	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Fossil	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Breitling	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Invicta	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Bulova	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Timex	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Fossil1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Breitling1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Invicta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bulova0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Timex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about watch brands

5 answers

Asked ChatGPT
“Which watch brand should I buy?”
1. 1Seiko
2. 2Tissot
3. 3Citizen
4. 4Hamilton
5. 5Rolex
Asked ChatGPT
“What are the best watch brands?”
1. 1Rolex
2. 2Omega
3. 3Cartier
4. 4Seiko
5. 5Tudor
6. 6TAG Heuer
7. 7Tissot
8. 8Casio
9. 9Breitling
10. 10Hamilton
11. 11Citizen
Asked ChatGPT
“What is the best watch for men under $500?”
1. 1Tissot
2. 2Citizen
3. 3Seiko
Searched Google, AI Overview
“watches”
1. 1Casio
2. 2Rolex
3. 3Tudor
Searched Google, AI Overview
“mens watches”
1. 1Casio
2. 2Fossil
3. 3Tissot
4. 4TAG Heuer
5. 5Omega
6. 6Cartier
7. 7Rolex

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 do people search for most?

This chart shows how often people search Google for each watch brand by name. Each line represents a brand's share of searches for all 15 watch brands we track, month by month, from searches in United States.

Share of searches among watch brands in the United States, by month

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	Rolex	21.5%	823K	0%	+0.6 points
2, held 2nd	Casio	20.8%	796K	0%	+0.6 points
3, held 3rd	Seiko	9.6%	368K	0%	+0.3 points
4, held 4th	Cartier	7.9%	301K	0%	+0.2 points
5, held 5th	Citizen	5.2%	201K	-18.3%	-1 points
6, held 6th	Omega	5.2%	201K	-18.3%	-1 points
7, held 7th	Invicta	4.3%	165K	0%	+0.1 points
8, held 8th	TAG Heuer LVMH	4.3%	165K	0%	+0.1 points
9, moved from 10th to 9th	Hamilton	3.5%	135K	0%	+0.1 pointsmoved from 10th to 9th
10, moved from 11th to 10th	Tissot	3.5%	135K	0%	+0.1 pointsmoved from 11th to 10th
11, moved from 9th to 11th	Tudor	3.5%	135K	-18.2%	-0.7 pointsmoved from 9th to 11th
12, held 12th	Bulova	2.9%	110K	0%	+0.1 points
13, moved from 15th to 13th	Fossil	2.9%	110K	+21.5%	+0.6 pointsmoved from 15th to 13th
14, moved from 13th to 14th	Timex	2.9%	110K	0%	+0.1 pointsmoved from 13th to 14th
15, moved from 14th to 15th	Breitling	1.9%	74K	-18.2%	-0.4 pointsmoved from 14th to 15th

1.Rolex
21.5%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share +0.6 points.
2.Casio
20.8%
Held 2nd. 796K estimated branded searches, 0% vs prior month. Share +0.6 points.
3.Seiko
9.6%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.
4.Cartier
7.9%
Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.Citizen
5.2%
Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.
6.Omega
5.2%
Held 6th. 201K estimated branded searches, -18.3% vs prior month. Share -1 points.
7.Invicta
4.3%
Held 7th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.TAG Heuer
4.3%
Held 8th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.Hamilton
3.5%
Moved from 10th to 9th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.
10.Tissot
3.5%
Moved from 11th to 10th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Tudor
3.5%
Moved from 9th to 11th. 135K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
12.Bulova
2.9%
Held 12th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
13.Fossil
2.9%
Moved from 15th to 13th. 110K estimated branded searches, +21.5% vs prior month. Share +0.6 points.
14.Timex
2.9%
Moved from 13th to 14th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
15.Breitling
1.9%
Moved from 14th to 15th. 74K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

Which brand is most popular in search among watch brands in the United States?

15 brands

In September 2026, Rolex was the most searched among watch brands in the United States, with an estimated 823K branded searches, 21.5% of all searches for the 15 we track. Casio is in 2nd place, 0.7 percentage points behind at 20.8%.

United States watch brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Rolex	23.7% → 21.5%	23.7%Oct 2025	17.8%Jun 2026	1st
Casio	18.8% → 20.8%	25.6%Jan 2026	18.4%Jun 2026	2nd
Seiko	8.7% → 9.6%	10.4%Jul 2026	7.2%Feb 2026	4th → 3rd
Cartier	8.7% → 7.9%	8.7%Oct 2025	7.2%Feb 2026	3rd → 4th
Citizen	5.8% → 5.2%	6.9%Jul 2026	5%Jan 2026	5th
Omega	5.8% → 5.2%	6.5%Jun 2026	4.4%Mar 2026	6th
Invicta	3.9% → 4.3%	4.4%Jun 2026	3.3%Nov 2025	8th → 7th
TAG Heuer	4.8% → 4.3%	5.4%Apr 2026	4.2%Aug 2026	7th → 8th
Hamilton	3.2% → 3.5%	4.4%Mar 2026	2.7%Dec 2025	11th → 9th
Tissot	2.6% → 3.5%	4.3%May 2026	2.6%Oct 2025	14th → 10th
Tudor	2.6% → 3.5%	4.7%Jul 2026	2.6%Oct 2025	15th → 11th
Bulova	3.2% → 2.9%	4%Dec 2025	2.8%Aug 2026	9th → 12th
Fossil	3.2% → 2.9%	3.3%Nov 2025	2.3%Aug 2026	10th → 13th
Timex	2.6% → 2.9%	2.9%Apr 2026	2.2%Dec 2025	13th → 14th
Breitling	2.6% → 1.9%	2.6%Oct 2025	1.8%Dec 2025	12th → 15th

Each finding as a sentence

Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in the United States decreased from 23.7% to 21.5%.
Across the 12 months ending September 2026, Casio’s share of searches among watch brands in the United States increased from 18.8% to 20.8%.
Across the 12 months ending September 2026, Seiko’s share of searches among watch brands in the United States increased from 8.7% to 9.6%.
Across the 12 months ending September 2026, Cartier’s share of searches among watch brands in the United States decreased from 8.7% to 7.9%.
Across the 12 months ending September 2026, Citizen’s share of searches among watch brands in the United States decreased from 5.8% to 5.2%.
Across the 12 months ending September 2026, Omega’s share of searches among watch brands in the United States decreased from 5.8% to 5.2%.
Across the 12 months ending September 2026, Tissot’s share of searches among watch brands in the United States increased from 2.6% to 3.5%.
Across the 12 months ending September 2026, Tudor’s share of searches among watch brands in the United States increased from 2.6% to 3.5%.
Across the 12 months ending September 2026, Breitling’s share of searches among watch brands in the United States decreased from 2.6% to 1.9%.
Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in the United States peaked at 23.7% in October 2025 and was lowest at 17.8% in June 2026.
Across the 12 months ending September 2026, Casio’s share of searches among watch brands in the United States peaked at 25.6% in January 2026 and was lowest at 18.4% in June 2026.
Across the 12 months ending September 2026, Seiko’s share of searches among watch brands in the United States peaked at 10.4% in July 2026 and was lowest at 7.2% in February 2026.
Across the 12 months ending September 2026, Cartier’s share of searches among watch brands in the United States peaked at 8.7% in October 2025 and was lowest at 7.2% in February 2026.
Across the 12 months ending September 2026, Citizen’s share of searches among watch brands in the United States peaked at 6.9% in July 2026 and was lowest at 5% in January 2026.
Across the 12 months ending September 2026, Omega’s share of searches among watch brands in the United States peaked at 6.5% in June 2026 and was lowest at 4.4% in March 2026.
Across the 12 months ending September 2026, Invicta’s share of searches among watch brands in the United States peaked at 4.4% in June 2026 and was lowest at 3.3% in November 2025.
Across the 12 months ending September 2026, TAG Heuer’s share of searches among watch brands in the United States peaked at 5.4% in April 2026 and was lowest at 4.2% in August 2026.
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, Tissot’s share of searches among watch brands in the United States peaked at 4.3% in May 2026 and was lowest at 2.6% in October 2025.
Across the 12 months ending September 2026, Tudor’s share of searches among watch brands in the United States peaked at 4.7% in July 2026 and was lowest at 2.6% in October 2025.
Across the 12 months ending September 2026, Bulova’s share of searches among watch brands in the United States peaked at 4% in December 2025 and was lowest at 2.8% in August 2026.
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, Seiko rose from 4th to 3rd among watch brands in the United States.
Across the 12 months ending September 2026, Cartier fell from 3rd to 4th among watch brands in the United States.
Across the 12 months ending September 2026, Invicta rose from 8th to 7th among watch brands in the United States.
Across the 12 months ending September 2026, TAG Heuer fell from 7th to 8th among watch brands in the United States.
Across the 12 months ending September 2026, Hamilton rose from 11th to 9th among watch brands in the United States.
Across the 12 months ending September 2026, Tissot rose from 14th to 10th among watch brands in the United States.
Across the 12 months ending September 2026, Tudor rose from 15th to 11th among watch brands in the United States.
Across the 12 months ending September 2026, Bulova fell from 9th to 12th among watch brands in the United States.
Across the 12 months ending September 2026, Fossil fell from 10th to 13th among watch brands in the United States.
Across the 12 months ending September 2026, Timex fell from 13th to 14th among watch brands in the United States.
Across the 12 months ending September 2026, Breitling fell from 12th to 15th among watch brands in the United States.

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

8 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%.
In September 2026, Hamilton rose from 10th to 9th among watch brands in the United States.
In September 2026, Tissot rose from 11th to 10th among watch brands in the United States.

How are branded searches counted for watch brands?

16 search terms

Each brand's share of searches among watch brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.