Brandwave

Pandora vs Swarovski:Which is more popular?

In September 2026, Pandora had more branded searches than Swarovski among jewelry brands in the United States. Pandora had about 450,000 branded searches, while Swarovski had 8,100. Pandora made up 13.6% of all jewelry brand searches we track, and Swarovski accounted for 0.24%. When we asked ChatGPT and Google AI Overviews about jewelry brands, Pandora appeared in two of the three answers and Swarovski in one. Pandora and Swarovski were each mentioned first in one of the two answers that named either.

Among jewelry brands in the United States in September 2026

Who do people search for more?

Pandora, about 56 searches for every 1 for Swarovski

Pandora 450K searchesSwarovski 8.1K searches

Who does AI mention more?

Pandora, mentioned in 2 of 3 answers, Swarovski in 1

Pandora in 2 of 3Swarovski in 1 of 3

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Pandora first in 1Swarovski first in 1

Follow Pandora vs Swarovski and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top jewelry brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Pandora was mentioned in two out of three: in two of the three ChatGPT answers. Swarovski was mentioned in one out of three: in one of the three ChatGPT answers. Pandora and Swarovski were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Mejuri1st
  2. Quince2nd
  3. Catbird3rd
  4. Cartier4th
  5. Tiffany & Co.5th
  6. David Yurman6th
  7. Swarovski7th
  8. Monica Vinader8th
  9. Gorjana9th
  10. +1 more
  11. Pandora11th
  12. +4 more

Mentioned by AI

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

  • Mejuri3 of 3Named in 3 of 3 ChatGPT answers
  • Catbird3 of 3Named in 3 of 3 ChatGPT answers
  • David Yurman2 of 3Named in 2 of 3 ChatGPT answers
  • Pandora2 of 3Named in 2 of 3 ChatGPT answers
  • Cartier2 of 3Named in 2 of 3 ChatGPT answers
  • Quince2 of 3Named in 2 of 3 ChatGPT answers
  • Gorjana1 of 3Named in 1 of 3 ChatGPT answers
  • Ana Luisa1 of 3Named in 1 of 3 ChatGPT answers
  • Monica Vinader1 of 3Named in 1 of 3 ChatGPT answers
  • Swarovski1 of 3Named in 1 of 3 ChatGPT answers

+5 more

See every answer about jewelry brands

3 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.

Is Pandora or Swarovski more popular in search?

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

Pandora and Swarovski among jewelry brands in the United States, by month

Share of searches by month for Pandora, Swarovski. The figures are in the table below the chart.

View monthly share of searches table
MonthKendra ScottJames AveryDavid YurmanPandoraEvry JewelsGorjanaMejuriAlex and AniAna LuisaMonica VinaderTiffany & Co.CartierCatbirdQuinceSwarovski
Oct 202532%17.6%11.8%11.8%6.4%6.4%6.4%1.6%0.87%0.71%1.6%1.3%0.47%0.32%0.58%
Nov 202529.4%16%8.8%16%13.1%4.8%5.9%1.4%0.79%0.79%0.97%0.79%0.43%0.19%0.36%
Dec 202523%23%12.6%18.8%5.7%5.7%4.6%2.1%0.76%0.62%1.1%0.93%0.51%0.19%0.51%
Jan 202623.5%23.5%12.9%15.8%5.8%5.8%5.8%1.7%0.78%0.64%1.2%1.2%0.52%0.28%0.52%
Feb 202621.4%26%11.7%17.5%5.2%5.2%6.4%1.6%0.86%0.58%1.1%1.3%0.47%0.31%0.47%
Mar 202625%20.4%13.7%13.7%7.5%6.1%6.1%1.8%1%0.82%1.2%1.2%0.55%0.37%0.55%
Apr 202622.1%22.1%14.8%12.1%8.1%6.6%6.6%2.4%0.89%0.73%1.1%1.1%0.6%0.4%0.49%
May 202622.5%22.5%12.4%18.5%4.5%6.8%5.5%2.5%0.91%0.61%0.91%1.1%0.5%0.33%0.5%
Jun 202620.5%20.5%13.7%16.7%6.1%7.5%6.1%2.8%1%1%1.5%1%0.55%0.37%0.68%
Jul 202621.7%26.4%11.9%14.5%6.5%6.5%5.3%2.4%0.87%0.72%0.59%1.1%0.59%0.39%0.59%
Aug 202623.6%19.3%12.9%15.8%7.1%7.1%7.1%2.6%0.95%0.64%0.78%0.78%0.52%0.42%0.52%
Sep 202624.9%20.4%13.6%13.6%7.4%7.4%6.1%2.7%1%0.67%0.67%0.45%0.45%0.37%0.24%

How has the Pandora and Swarovski comparison changed over the last 12 months?

3 findings
  • Pandora was ahead of Swarovski in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Pandora’s share of searches among jewelry brands in the United States moved from 11.8% to 13.6%, and its estimated monthly branded searches held steady at 450K.
  • Across the 12 months ending September 2026, Swarovski’s share of searches among jewelry brands in the United States moved from 0.58% to 0.24%, and its estimated monthly branded searches moved from 22.2K to 8.1K.

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

3 changes

  1. In September 2026, David Yurman overtook Pandora to rank 3rd among jewelry brands in the United States, with 13.6% of the searches.

  2. In September 2026, Pandora lost share of searches among jewelry brands in the United States, from 15.8% to 13.6%.

  3. In September 2026, Swarovski fell from 14th to 15th among jewelry brands in the United States.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Pandora’s and Swarovski’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.

Pandora

1 branded search term

  • pandora jewelry

Swarovski

1 branded search term

  • swarovski jewelry

How the Brand Demand Index is measured

Other head-to-heads among jewelry brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free