Brandwave

Watches of Switzerland vs Watchfinder & Co.:Which is more popular?

In September 2026, Watches of Switzerland had more branded searches than Watchfinder & Co. among watch retailers in the United States. Watches of Switzerland had about 40,500 branded searches, while Watchfinder & Co. had 27,100. Watches of Switzerland made up 3.8% of all watch retailer searches we track, and Watchfinder & Co. accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about watch retailers, Watchfinder & Co. appeared in three of the five answers and Watches of Switzerland in one. Watchfinder & Co. was mentioned before Watches of Switzerland in two out of three answers.

Among watch retailers in the United States in September 2026

Who do people search for more?

Watches of Switzerland, about 49% more searches than Watchfinder & Co.

Watches of Switzerland 40.5K searchesWatchfinder & Co. 27.1K searches

Who does AI mention more?

Watchfinder & Co., mentioned in 3 of 5 answers, Watches of Switzerland in 1

Watchfinder & Co. in 3 of 5Watches of Switzerland in 1 of 5

Who does AI recommend more?

Watchfinder & Co., named ahead of Watches of Switzerland in 2 of 3 answers

Watchfinder & Co. first in 2Watches of Switzerland first in 1

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Top watch retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Watchfinder & Co. was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Watches of Switzerland was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Watchfinder & Co. was listed before Watches of Switzerland in two out of three answers.

Most recommended by AI

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

  1. Bob's Watches1st
  2. Watchfinder & Co.2nd
  3. Chrono243rd
  4. Watches of Switzerland4th
  5. Jomashop5th
  6. The 1916 Company–
  7. Bucherer–
  8. Crown & Caliber–
  9. Authentic Watches–

Mentioned by AI

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

  • Bob's Watches4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Watchfinder & Co.3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chrono242 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jomashop1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Watches of Switzerland1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The 1916 Company0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bucherer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Crown & Caliber0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Authentic Watches0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about watch retailers

5 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 28, 2026.

Is Watches of Switzerland or Watchfinder & Co. more popular in search?

This chart shows how often people search Google for Watches of Switzerland and Watchfinder & Co. by name. Each line represents a brand's share of searches for all nine watch retailers we track, month by month, from searches in United States.

Watches of Switzerland and Watchfinder & Co. among watch retailers in the United States, by month

Share of searches by month for Watches of Switzerland, Watchfinder & Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthJomashopChrono24The 1916 CompanyWatches of SwitzerlandWatchfinder & Co.BuchererBob's WatchesCrown & CaliberAuthentic Watches
Oct 202566.6%19.8%4.3%4%2.7%1.5%0.53%0.43%0.29%
Nov 202569.9%17%4.7%3.4%2.3%1.5%0.68%0.3%0.3%
Dec 202569.1%16.8%5.2%4.1%2.3%1.2%0.68%0.3%0.3%
Jan 202666.3%19.7%4.3%4%2.7%1.4%0.97%0.35%0.28%
Feb 202663.1%22.9%4.6%3.8%2.5%1.4%0.92%0.5%0.27%
Mar 202667.2%19.9%4%3.3%2.7%1.5%0.98%0.29%0.24%
Apr 202663.5%23%4.2%3.8%2.5%1.4%0.93%0.27%0.27%
May 202662.5%22.7%4.5%4.6%2.5%1.7%1.1%0.27%0.22%
Jun 202663.8%23.2%4.3%3.8%2.1%1.4%0.93%0.27%0.27%
Jul 202667.2%19.9%4%4%2.2%1.5%0.8%0.24%0.19%
Aug 202663.1%22.9%4.2%4.6%2.5%1.4%0.92%0.22%0.18%
Sep 202663.8%23.1%4.2%3.8%2.5%1.4%0.76%0.18%0.15%

How has the Watches of Switzerland and Watchfinder & Co. comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Watches of Switzerland lost share of searches among watch retailers in the United States, from 4.6% to 3.8%.

  2. Estimated monthly branded searches for Watchfinder & Co. in the United States rose 22.1% over 12 measured months, from 22.2K to 27.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Watches of Switzerland’s and Watchfinder & Co.’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.

Watches of Switzerland

1 branded search term

  • watches of switzerland

Watchfinder & Co.

1 branded search term

  • watchfinder

How the Brand Demand Index is measured

Other head-to-heads among watch retailers

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