Rolex vs Tissot:Which is more popular?
In September 2026, Rolex had more branded searches than Tissot among watch brands in the United States. Rolex had about 823,000 branded searches, while Tissot had 135,000. Rolex made up 21.5% of all watch brand searches we track, and Tissot accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about watch brands, Rolex and Tissot each appeared in four of the five answers. Tissot was mentioned before Rolex in three out of five answers.
Who do people search for more?
Rolex, about 6 searches for every 1 for Tissot
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Tissot, named ahead of Rolex in 3 of 5 answers
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Top watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Rolex was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Tissot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Tissot was listed before Rolex in three out of 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
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.
Is Rolex or Tissot more popular in search?
This chart shows how often people search Google for Rolex and Tissot 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 Rolex, Tissot. 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 Rolex and Tissot comparison changed over the last 12 months?
3 findings
- Rolex was ahead of Tissot in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in the United States moved from 23.7% to 21.5%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Tissot’s share of searches among watch brands in the United States moved from 2.6% to 3.5%, and its estimated monthly branded searches moved from 90.5K to 135K.
How did search popularity change for United States watch brands in September 2026?
2 changes
In September 2026, Rolex gained share of searches among watch brands in the United States, from 20.9% to 21.5%.
In September 2026, Tissot rose from 11th to 10th 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 Rolex’s and Tissot’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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