Bulova vs Hamilton:Which is more popular?
In September 2026, Hamilton had more branded searches than Bulova among watch brands in the United States. Hamilton had about 135,000 branded searches, while Bulova had 110,000. Hamilton made up 3.5% of all watch brand searches we track, and Bulova accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about watch brands, Hamilton appeared in two of the five answers and Bulova in none.
Who do people search for more?
Hamilton, about 23% more searches than Bulova
Who does AI mention more?
Hamilton, mentioned in 2 of 5 answers, Bulova in 0
Who does AI recommend more?
Hamilton, the only one of the two named
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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. Bulova did not appear in any of the five answers.
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
Bulova0 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?”
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.
Is Bulova or Hamilton more popular in search?
This chart shows how often people search Google for Bulova and Hamilton 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 by month for Hamilton, Bulova. 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% |
How has the Bulova and Hamilton comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Hamilton took it in March 2026.
- Across the 12 months ending September 2026, Bulova’s share of searches among watch brands in the United States moved from 3.2% to 2.9%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, Hamilton’s share of searches among watch brands in the United States moved from 3.2% to 3.5%, and its estimated monthly branded searches moved from 110K to 135K.
How did search popularity change for United States watch brands in September 2026?
1 change
In September 2026, Hamilton rose from 10th to 9th among watch brands in the United States.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bulova’s and Hamilton’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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