---
title: "Watch brands in the United States: Which are searched most?"
description: "Compare the watch brands people in the US buy. Share of Search among Rolex, Casio, Seiko, Cartier, Citizen, Omega, Invicta, TAG Heuer, Hamilton, Tissot, Tudor, Bulova, Fossil, Timex and Breitling, the watch brands Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/us/categories/us-watch-brands"
publisher: "Brandwave"
---

# Watch brands in the United States: Which are searched most?

Compare the watch brands people in the US buy. Share of Search among Rolex, Casio, Seiko, Cartier, Citizen, Omega, Invicta, TAG Heuer, Hamilton, Tissot, Tudor, Bulova, Fossil, Timex and Breitling, the watch brands Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Watch brands
- **Market**: United States
- **Brands compared**: 15
- **Month measured**: Sep 2026
- **Highest Share of Search**: Rolex, 21.5%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Tissot | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Casio | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| Seiko | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Rolex | 4th | 2 of 3 | 2 of 2 | 4 of 5 |
| Citizen | 5th | 3 of 3 | 0 of 2 | 3 of 5 |
| Omega | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| TAG Heuer | 7th | 1 of 3 | 1 of 2 | 2 of 5 |
| Cartier | 8th | 1 of 3 | 1 of 2 | 2 of 5 |
| Tudor | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Fossil | 10th | 0 of 3 | 1 of 2 | 1 of 5 |
| Hamilton | 11th | 2 of 3 | 0 of 2 | 2 of 5 |
| Breitling | 12th | 1 of 3 | 0 of 2 | 1 of 5 |
| Invicta | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bulova | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Timex | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about watch brands

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

Not named in any answer: Invicta, Bulova and Timex.

Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026.

## Compare search popularity between leading brands

- [Rolex vs Casio: compare search popularity](/demand/us/compare/casio-vs-rolex): 21.5% against 20.8% Share of Search.
- [Rolex vs Seiko: compare search popularity](/demand/us/compare/rolex-vs-seiko): 21.5% against 9.6% Share of Search.
- [Rolex vs Cartier: compare search popularity](/demand/us/compare/cartier-vs-rolex): 21.5% against 7.9% Share of Search.
- [Rolex vs Citizen: compare search popularity](/demand/us/compare/citizen-vs-rolex): 21.5% against 5.2% Share of Search.
- [Casio vs Seiko: compare search popularity](/demand/us/compare/casio-vs-seiko): 20.8% against 9.6% Share of Search.
- [Casio vs Cartier: compare search popularity](/demand/us/compare/cartier-vs-casio): 20.8% against 7.9% Share of Search.
- [Casio vs Citizen: compare search popularity](/demand/us/compare/casio-vs-citizen): 20.8% against 5.2% Share of Search.
- [Seiko vs Cartier: compare search popularity](/demand/us/compare/cartier-vs-seiko): 9.6% against 7.9% Share of Search.
- [Seiko vs Citizen: compare search popularity](/demand/us/compare/citizen-vs-seiko): 9.6% against 5.2% Share of Search.
- [Cartier vs Citizen: compare search popularity](/demand/us/compare/cartier-vs-citizen): 7.9% against 5.2% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Rolex | 21.5% | 823K | 0.0% | Rolex |
| 2 | Casio | 20.8% | 796K | 0.0% | Casio |
| 3 | Seiko | 9.6% | 368K | 0.0% | Seiko |
| 4 | Cartier | 7.9% | 301K | 0.0% | Cartier |
| 5 | Citizen | 5.2% | 201K | -18.3% | Citizen |
| 6 | Omega | 5.2% | 201K | -18.3% | Omega |
| 7 | Invicta | 4.3% | 165K | 0.0% | Invicta |
| 8 | TAG Heuer | 4.3% | 165K | 0.0% | LVMH |
| 9 | Hamilton | 3.5% | 135K | 0.0% | Hamilton |
| 10 | Tissot | 3.5% | 135K | 0.0% | Tissot |
| 11 | Tudor | 3.5% | 135K | -18.2% | Tudor |
| 12 | Bulova | 2.9% | 110K | 0.0% | Bulova |
| 13 | Fossil | 2.9% | 110K | +21.5% | Fossil |
| 14 | Timex | 2.9% | 110K | 0.0% | Timex |
| 15 | Breitling | 1.9% | 74K | -18.2% | Breitling |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rolex | 823K | 23.7% | 1 |
| Oct 2025 | Casio | 651K | 18.8% | 2 |
| Oct 2025 | Cartier | 301K | 8.7% | 3 |
| Oct 2025 | Seiko | 301K | 8.7% | 4 |
| Oct 2025 | Citizen | 201K | 5.8% | 5 |
| Oct 2025 | Omega | 201K | 5.8% | 6 |
| Oct 2025 | TAG Heuer | 165K | 4.8% | 7 |
| Oct 2025 | Invicta | 135K | 3.9% | 8 |
| Oct 2025 | Bulova | 110K | 3.2% | 9 |
| Oct 2025 | Fossil | 110K | 3.2% | 10 |
| Oct 2025 | Hamilton | 110K | 3.2% | 11 |
| Oct 2025 | Breitling | 90.5K | 2.6% | 12 |
| Oct 2025 | Timex | 90.5K | 2.6% | 13 |
| Oct 2025 | Tissot | 90.5K | 2.6% | 14 |
| Oct 2025 | Tudor | 90.5K | 2.6% | 15 |
| Nov 2025 | Casio | 919K | 22.7% | 1 |
| Nov 2025 | Rolex | 823K | 20.3% | 2 |
| Nov 2025 | Seiko | 368K | 9.1% | 3 |
| Nov 2025 | Cartier | 301K | 7.4% | 4 |
| Nov 2025 | Citizen | 246K | 6.1% | 5 |
| Nov 2025 | Omega | 201K | 5% | 6 |
| Nov 2025 | TAG Heuer | 201K | 5% | 7 |
| Nov 2025 | Bulova | 135K | 3.3% | 8 |
| Nov 2025 | Fossil | 135K | 3.3% | 9 |
| Nov 2025 | Hamilton | 135K | 3.3% | 10 |
| Nov 2025 | Invicta | 135K | 3.3% | 11 |
| Nov 2025 | Tissot | 135K | 3.3% | 12 |
| Nov 2025 | Timex | 110K | 2.7% | 13 |
| Nov 2025 | Tudor | 110K | 2.7% | 14 |
| Nov 2025 | Breitling | 90.5K | 2.2% | 15 |
| Dec 2025 | Casio | 1.2M | 24.6% | 1 |
| Dec 2025 | Rolex | 1M | 19.8% | 2 |
| Dec 2025 | Seiko | 450K | 8.9% | 3 |
| Dec 2025 | Cartier | 368K | 7.3% | 4 |
| Dec 2025 | Citizen | 301K | 5.9% | 5 |
| Dec 2025 | Omega | 246K | 4.9% | 6 |
| Dec 2025 | TAG Heuer | 246K | 4.9% | 7 |
| Dec 2025 | Bulova | 201K | 4% | 8 |
| Dec 2025 | Invicta | 201K | 4% | 9 |
| Dec 2025 | Fossil | 165K | 3.3% | 10 |
| Dec 2025 | Tissot | 165K | 3.3% | 11 |
| Dec 2025 | Hamilton | 135K | 2.7% | 12 |
| Dec 2025 | Tudor | 135K | 2.7% | 13 |
| Dec 2025 | Timex | 110K | 2.2% | 14 |
| Dec 2025 | Breitling | 90.5K | 1.8% | 15 |
| Jan 2026 | Casio | 1M | 25.6% | 1 |
| Jan 2026 | Rolex | 823K | 20.6% | 2 |
| Jan 2026 | Cartier | 301K | 7.5% | 3 |
| Jan 2026 | Seiko | 301K | 7.5% | 4 |
| Jan 2026 | Citizen | 201K | 5% | 5 |
| Jan 2026 | Omega | 201K | 5% | 6 |
| Jan 2026 | TAG Heuer | 201K | 5% | 7 |
| Jan 2026 | Bulova | 135K | 3.4% | 8 |
| Jan 2026 | Hamilton | 135K | 3.4% | 9 |
| Jan 2026 | Invicta | 135K | 3.4% | 10 |
| Jan 2026 | Tissot | 135K | 3.4% | 11 |
| Jan 2026 | Fossil | 110K | 2.8% | 12 |
| Jan 2026 | Tudor | 110K | 2.8% | 13 |
| Jan 2026 | Breitling | 90.5K | 2.3% | 14 |
| Jan 2026 | Timex | 90.5K | 2.3% | 15 |
| Feb 2026 | Casio | 838K | 24.6% | 1 |
| Feb 2026 | Rolex | 673K | 19.8% | 2 |
| Feb 2026 | Cartier | 246K | 7.2% | 3 |
| Feb 2026 | Seiko | 246K | 7.2% | 4 |
| Feb 2026 | Citizen | 201K | 5.9% | 5 |
| Feb 2026 | Omega | 201K | 5.9% | 6 |
| Feb 2026 | TAG Heuer | 165K | 4.9% | 7 |
| Feb 2026 | Invicta | 135K | 4% | 8 |
| Feb 2026 | Bulova | 110K | 3.2% | 9 |
| Feb 2026 | Hamilton | 110K | 3.2% | 10 |
| Feb 2026 | Tissot | 110K | 3.2% | 11 |
| Feb 2026 | Tudor | 110K | 3.2% | 12 |
| Feb 2026 | Fossil | 90.5K | 2.7% | 13 |
| Feb 2026 | Timex | 90.5K | 2.7% | 14 |
| Feb 2026 | Breitling | 74K | 2.2% | 15 |
| Mar 2026 | Casio | 874K | 23.5% | 1 |
| Mar 2026 | Rolex | 823K | 22.2% | 2 |
| Mar 2026 | Cartier | 301K | 8.1% | 3 |
| Mar 2026 | Seiko | 301K | 8.1% | 4 |
| Mar 2026 | Citizen | 201K | 5.4% | 5 |
| Mar 2026 | Hamilton | 165K | 4.4% | 6 |
| Mar 2026 | Omega | 165K | 4.4% | 7 |
| Mar 2026 | TAG Heuer | 165K | 4.4% | 8 |
| Mar 2026 | Invicta | 135K | 3.6% | 9 |
| Mar 2026 | Bulova | 110K | 3% | 10 |
| Mar 2026 | Tissot | 110K | 3% | 11 |
| Mar 2026 | Tudor | 110K | 3% | 12 |
| Mar 2026 | Fossil | 90.5K | 2.4% | 13 |
| Mar 2026 | Timex | 90.5K | 2.4% | 14 |
| Mar 2026 | Breitling | 74K | 2% | 15 |
| Apr 2026 | Rolex | 823K | 21.9% | 1 |
| Apr 2026 | Casio | 751K | 20% | 2 |
| Apr 2026 | Cartier | 301K | 8% | 3 |
| Apr 2026 | Seiko | 301K | 8% | 4 |
| Apr 2026 | Citizen | 201K | 5.4% | 5 |
| Apr 2026 | Omega | 201K | 5.4% | 6 |
| Apr 2026 | TAG Heuer | 201K | 5.4% | 7 |
| Apr 2026 | Tudor | 165K | 4.4% | 8 |
| Apr 2026 | Hamilton | 135K | 3.6% | 9 |
| Apr 2026 | Invicta | 135K | 3.6% | 10 |
| Apr 2026 | Tissot | 135K | 3.6% | 11 |
| Apr 2026 | Bulova | 110K | 2.9% | 12 |
| Apr 2026 | Timex | 110K | 2.9% | 13 |
| Apr 2026 | Breitling | 90.5K | 2.4% | 14 |
| Apr 2026 | Fossil | 90.5K | 2.4% | 15 |
| May 2026 | Rolex | 1M | 21.2% | 1 |
| May 2026 | Casio | 919K | 19.4% | 2 |
| May 2026 | Seiko | 450K | 9.5% | 3 |
| May 2026 | Cartier | 368K | 7.8% | 4 |
| May 2026 | Citizen | 301K | 6.4% | 5 |
| May 2026 | Omega | 301K | 6.4% | 6 |
| May 2026 | TAG Heuer | 246K | 5.2% | 7 |
| May 2026 | Tissot | 201K | 4.3% | 8 |
| May 2026 | Hamilton | 165K | 3.5% | 9 |
| May 2026 | Invicta | 165K | 3.5% | 10 |
| May 2026 | Tudor | 165K | 3.5% | 11 |
| May 2026 | Bulova | 135K | 2.9% | 12 |
| May 2026 | Fossil | 110K | 2.3% | 13 |
| May 2026 | Timex | 110K | 2.3% | 14 |
| May 2026 | Breitling | 90.5K | 1.9% | 15 |
| Jun 2026 | Casio | 696K | 18.4% | 1 |
| Jun 2026 | Rolex | 673K | 17.8% | 2 |
| Jun 2026 | Seiko | 368K | 9.7% | 3 |
| Jun 2026 | Cartier | 301K | 7.9% | 4 |
| Jun 2026 | Citizen | 246K | 6.5% | 5 |
| Jun 2026 | Omega | 246K | 6.5% | 6 |
| Jun 2026 | TAG Heuer | 201K | 5.3% | 7 |
| Jun 2026 | Hamilton | 165K | 4.4% | 8 |
| Jun 2026 | Invicta | 165K | 4.4% | 9 |
| Jun 2026 | Tudor | 165K | 4.4% | 10 |
| Jun 2026 | Bulova | 135K | 3.6% | 11 |
| Jun 2026 | Tissot | 135K | 3.6% | 12 |
| Jun 2026 | Fossil | 110K | 2.9% | 13 |
| Jun 2026 | Timex | 110K | 2.9% | 14 |
| Jun 2026 | Breitling | 74K | 2% | 15 |
| Jul 2026 | Rolex | 673K | 19% | 1 |
| Jul 2026 | Casio | 651K | 18.4% | 2 |
| Jul 2026 | Seiko | 368K | 10.4% | 3 |
| Jul 2026 | Cartier | 301K | 8.5% | 4 |
| Jul 2026 | Citizen | 246K | 6.9% | 5 |
| Jul 2026 | Omega | 201K | 5.7% | 6 |
| Jul 2026 | TAG Heuer | 165K | 4.7% | 7 |
| Jul 2026 | Tudor | 165K | 4.7% | 8 |
| Jul 2026 | Hamilton | 135K | 3.8% | 9 |
| Jul 2026 | Invicta | 135K | 3.8% | 10 |
| Jul 2026 | Tissot | 135K | 3.8% | 11 |
| Jul 2026 | Bulova | 110K | 3.1% | 12 |
| Jul 2026 | Fossil | 90.5K | 2.6% | 13 |
| Jul 2026 | Timex | 90.5K | 2.6% | 14 |
| Jul 2026 | Breitling | 74K | 2.1% | 15 |
| Aug 2026 | Rolex | 823K | 20.9% | 1 |
| Aug 2026 | Casio | 796K | 20.2% | 2 |
| Aug 2026 | Seiko | 368K | 9.3% | 3 |
| Aug 2026 | Cartier | 301K | 7.6% | 4 |
| Aug 2026 | Citizen | 246K | 6.2% | 5 |
| Aug 2026 | Omega | 246K | 6.2% | 6 |
| Aug 2026 | Invicta | 165K | 4.2% | 7 |
| Aug 2026 | TAG Heuer | 165K | 4.2% | 8 |
| Aug 2026 | Tudor | 165K | 4.2% | 9 |
| Aug 2026 | Hamilton | 135K | 3.4% | 10 |
| Aug 2026 | Tissot | 135K | 3.4% | 11 |
| Aug 2026 | Bulova | 110K | 2.8% | 12 |
| Aug 2026 | Timex | 110K | 2.8% | 13 |
| Aug 2026 | Breitling | 90.5K | 2.3% | 14 |
| Aug 2026 | Fossil | 90.5K | 2.3% | 15 |
| Sep 2026 | Rolex | 823K | 21.5% | 1 |
| Sep 2026 | Casio | 796K | 20.8% | 2 |
| Sep 2026 | Seiko | 368K | 9.6% | 3 |
| Sep 2026 | Cartier | 301K | 7.9% | 4 |
| Sep 2026 | Citizen | 201K | 5.2% | 5 |
| Sep 2026 | Omega | 201K | 5.2% | 6 |
| Sep 2026 | Invicta | 165K | 4.3% | 7 |
| Sep 2026 | TAG Heuer | 165K | 4.3% | 8 |
| Sep 2026 | Hamilton | 135K | 3.5% | 9 |
| Sep 2026 | Tissot | 135K | 3.5% | 10 |
| Sep 2026 | Tudor | 135K | 3.5% | 11 |
| Sep 2026 | Bulova | 110K | 2.9% | 12 |
| Sep 2026 | Fossil | 110K | 2.9% | 13 |
| Sep 2026 | Timex | 110K | 2.9% | 14 |
| Sep 2026 | Breitling | 74K | 1.9% | 15 |

## What is being compared

- **Breitling**: Measured on the search term “breitling”.
- **Bulova**: Measured on the search term “bulova watches”.
- **Cartier**: Measured on the search term “cartier watches”.
- **Casio**: Measured on the search terms “casio watches” and “g shock”, summed into one figure.
- **Citizen**: Measured on the search term “citizen watches”.
- **Fossil**: Measured on the search term “fossil watches”.
- **Hamilton**: Measured on the search term “hamilton watches”.
- **Invicta**: Measured on the search term “invicta watches”.
- **Omega**: Measured on the search term “omega watches”.
- **Rolex**: Measured on the search term “rolex”.
- **Seiko**: Measured on the search term “seiko watches”.
- **TAG Heuer**: Measured on the search term “tag heuer”.
- **Timex**: Measured on the search term “timex”.
- **Tissot**: Measured on the search term “tissot”.
- **Tudor**: Measured on the search term “tudor watches”.

- [Breitling](/demand/us/brands/breitling)
- [Bulova](/demand/us/brands/bulova)
- [Cartier](/demand/us/brands/cartier)
- [Casio](/demand/us/brands/casio)
- [Citizen](/demand/us/brands/citizen)
- [Fossil](/demand/us/brands/fossil)
- [Hamilton](/demand/us/brands/hamilton-watch)
- [Invicta](/demand/us/brands/invicta)
- [Omega](/demand/us/brands/omega)
- [Rolex](/demand/us/brands/rolex)
- [Seiko](/demand/us/brands/seiko)
- [TAG Heuer](/demand/us/brands/tag-heuer)
- [Timex](/demand/us/brands/timex)
- [Tissot](/demand/us/brands/tissot)
- [Tudor](/demand/us/brands/tudor-watches)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Watch brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-watch-brands

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-watch-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.