Hermès: 116/288 returned four-engine answers (40.3%; 95% interval 34.8–46.0%). Three or more leading intervals overlap; no sole leader is established.
LUXURY
AI Luxury 25 Index 2.0: Hermès and Cartier Lead
Published June 28, 2026 · Updated November 9, 2026
288
AI answers analyzed across ChatGPT, Claude, Gemini and Perplexity
40.3%
of answers named Hermès, the most-named (116 of 288)
25
tracked brands named at least once (of 25)
71.2%
of Google searches showed an AI Overview (37 of 52)
Version 2. This version replaces the first version of this study, first published June 28, 2026. It uses measured counts, so the two versions are not comparable. Version 2 asks 24 questions three times each on ChatGPT, Claude, Gemini and Perplexity (288 answers) and adds Google AI Overviews. Every rate comes with its count and a 95% interval.
What the data shows
01
Hermès
Hermès: 116/288 returned four-engine answers (40.3%; 95% interval 34.8–46.0%). Three or more leading intervals overlap; no sole leader is established.
02
84/288 (29.2%)
Hermès was the first brand named in 84 of 288 answers, more than any other tracked brand. Its average first position was 2.1.
03
3/286 (1.0%)
Louis Vuitton and Gucci had their own sites cited most, each in 3 of 286 grounded answers. Hermès had 2; Chanel, Tiffany & Co., Prada, Aman, Brunello Cucinelli and Saint Laurent had 1 each. The other 16 had 0.
04
37/52 (71.2%)
Google AI Overviews appeared on 37 of 52 searches (CI 57.7–81.7%). On the other 15, no overview was shown.
05
15/37 (40.5%)
Hermès was the brand named most often in AI Overviews, at 15 of 37, followed by Chanel at 13 of 37 (35.1%). In the four-engine set, Hermès was named in 116 of 288 answers (40.3%).
06
36/286 (12.6%)
en.wikipedia.org was cited in 36 of 286 grounded four-engine answers, with 51 of 2,370 citations (2.2%). investedluxury.com had fewer citations (43) but appeared in more answers: 43 of 286 (15%).
Appearance rate across 288 four-engine answers. The bar is the 95% confidence interval; overlapping bars cannot be told apart at this sample size.
Which brands AI engines name
Hermès
40.3%
Cartier
35.4%
Chanel
34.0%
Louis Vuitton
31.6%
Patek Philippe
29.5%
Rolex
26.4%
Dior
18.8%
Bulgari
18.1%
Gucci
18.1%
Van Cleef & Arpels
18.1%
Bottega Veneta
17.0%
Vacheron Constantin
16.7%
Tiffany & Co.
16.3%
Audemars Piguet
15.3%
Prada
14.9%
| # | Name | Named in | Appearance rate | 95% interval |
|---|---|---|---|---|
| 1 | Hermès | 116/288 | 40.3% | 34.8–46.0% |
| 2 | Cartier | 102/288 | 35.4% | 30.1–41.1% |
| 3 | Chanel | 98/288 | 34.0% | 28.8–39.7% |
| 4 | Louis Vuitton | 91/288 | 31.6% | 26.5–37.2% |
| 5 | Patek Philippe | 85/288 | 29.5% | 24.5–35.0% |
| 6 | Rolex | 76/288 | 26.4% | 21.6–31.8% |
| 7 | Dior | 54/288 | 18.8% | 14.7–23.7% |
| 8 | Bulgari | 52/288 | 18.1% | 14.0–22.9% |
| 9 | Gucci | 52/288 | 18.1% | 14.0–22.9% |
| 10 | Van Cleef & Arpels | 52/288 | 18.1% | 14.0–22.9% |
| 11 | Bottega Veneta | 49/288 | 17.0% | 13.1–21.8% |
| 12 | Vacheron Constantin | 48/288 | 16.7% | 12.8–21.4% |
| 13 | Tiffany & Co. | 47/288 | 16.3% | 12.5–21.0% |
| 14 | Audemars Piguet | 44/288 | 15.3% | 11.6–19.9% |
| 15 | Prada | 43/288 | 14.9% | 11.3–19.5% |
The full list
Own-domain citation is the share of 286 grounded answers that cited the tracked name's own domains (subdomains included). Citation share is of all 2,370 citations. Question 11 names Hermès and Chanel; Question 12 names Rolex and Patek Philippe, so those counts include up to 12 answers each that name them by design. Removing 2 Core questions naming tracked subjects leaves 264 eligible answers. Hermès (104/264) stays ahead of Cartier (102/264); the order does not change.
| # | Brand | Named in | Appearance rate | 95% interval | First mention | Own-domain citation | Citation share |
|---|---|---|---|---|---|---|---|
| 1 | Hermès | 116/288 | 40.3% | 34.8–46% | 2.1 | 0.7% (2/286) | 0.1% |
| 2 | Cartier | 102/288 | 35.4% | 30.1–41.1% | 3.6 | 0% (0/286) | 0% |
| 3 | Chanel | 98/288 | 34% | 28.8–39.7% | 2.8 | 0.3% (1/286) | 0% |
| 4 | Louis Vuitton | 91/288 | 31.6% | 26.5–37.2% | 3 | 1% (3/286) | 0.1% |
| 5 | Patek Philippe | 85/288 | 29.5% | 24.5–35% | 2.4 | 0% (0/286) | 0% |
| 6 | Rolex | 76/288 | 26.4% | 21.6–31.8% | 2.9 | 0% (0/286) | 0% |
| 7 | Dior | 54/288 | 18.8% | 14.7–23.7% | 4.9 | 0% (0/286) | 0% |
| 8 | Bulgari | 52/288 | 18.1% | 14–22.9% | 4.1 | 0% (0/286) | 0% |
| 9 | Gucci | 52/288 | 18.1% | 14–22.9% | 4.9 | 1% (3/286) | 0.1% |
| 10 | Van Cleef & Arpels | 52/288 | 18.1% | 14–22.9% | 4.2 | 0% (0/286) | 0% |
| 11 | Bottega Veneta | 49/288 | 17% | 13.1–21.8% | 6.3 | 0% (0/286) | 0% |
| 12 | Vacheron Constantin | 48/288 | 16.7% | 12.8–21.4% | 4.2 | 0% (0/286) | 0% |
| 13 | Tiffany & Co. | 47/288 | 16.3% | 12.5–21% | 3.4 | 0.3% (1/286) | 0% |
| 14 | Audemars Piguet | 44/288 | 15.3% | 11.6–19.9% | 3.3 | 0% (0/286) | 0% |
| 15 | Prada | 43/288 | 14.9% | 11.3–19.5% | 5.6 | 0.3% (1/286) | 0% |
| 16 | A. Lange & Söhne | 35/288 | 12.2% | 8.9–16.4% | 4.5 | 0% (0/286) | 0% |
| 17 | Aman | 35/288 | 12.2% | 8.9–16.4% | 1.3 | 0.3% (1/286) | 0% |
| 18 | Saint Laurent | 35/288 | 12.2% | 8.9–16.4% | 5.9 | 0.3% (1/286) | 0% |
| 19 | The Row | 34/288 | 11.8% | 8.6–16% | 4.3 | 0% (0/286) | 0% |
| 20 | Loro Piana | 32/288 | 11.1% | 8–15.3% | 2.7 | 0% (0/286) | 0% |
| 21 | Brunello Cucinelli | 30/288 | 10.4% | 7.4–14.5% | 3.5 | 0.3% (1/286) | 0% |
| 22 | Ferrari | 25/288 | 8.7% | 5.9–12.5% | 4 | 0% (0/286) | 0% |
| 23 | Bentley | 15/288 | 5.2% | 3.2–8.4% | 1.8 | 0% (0/286) | 0% |
| 24 | Balenciaga | 14/288 | 4.9% | 2.9–8% | 8.1 | 0% (0/286) | 0% |
| 25 | Rolls-Royce | 13/288 | 4.5% | 2.7–7.6% | 1.9 | 0% (0/286) | 0% |
Question group: Fashion and leather goods
60 returned four-engine answers to this group's 5 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Chanel | 60/60 | 100.0% | 94.0–100.0% | 0 |
| 2 | Hermès | 60/60 | 100.0% | 94.0–100.0% | 60 |
| 3 | Louis Vuitton | 48/60 | 80.0% | 68.2–88.2% | 0 |
| 4 | Dior | 43/60 | 71.7% | 59.2–81.5% | 0 |
| 5 | Gucci | 36/60 | 60.0% | 47.4–71.4% | 0 |
| 6 | Bottega Veneta | 29/60 | 48.3% | 36.2–60.7% | 0 |
| 7 | Prada | 27/60 | 45.0% | 33.1–57.5% | 0 |
| 8 | Saint Laurent | 21/60 | 35.0% | 24.2–47.6% | 0 |
| 9 | Balenciaga | 13/60 | 21.7% | 13.1–33.6% | 0 |
Question group: Watches
60 returned four-engine answers to this group's 5 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Patek Philippe | 53/60 | 88.3% | 77.8–94.2% | 29 |
| 2 | Rolex | 46/60 | 76.7% | 64.6–85.6% | 23 |
| 3 | Vacheron Constantin | 37/60 | 61.7% | 49.0–72.9% | 0 |
| 4 | A. Lange & Söhne | 34/60 | 56.7% | 44.1–68.4% | 1 |
| 5 | Audemars Piguet | 28/60 | 46.7% | 34.6–59.1% | 0 |
Question group: Fine jewelry
36 returned four-engine answers to this group's 3 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Cartier | 36/36 | 100.0% | 90.4–100.0% | 24 |
| 2 | Tiffany & Co. | 36/36 | 100.0% | 90.4–100.0% | 12 |
| 3 | Van Cleef & Arpels | 35/36 | 97.2% | 85.8–99.5% | 0 |
| 4 | Bulgari | 33/36 | 91.7% | 78.2–97.1% | 0 |
Question group: Luxury automobiles
24 returned four-engine answers to this group's 2 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Ferrari | 17/24 | 70.8% | 50.8–85.1% | 8 |
| 2 | Bentley | 15/24 | 62.5% | 42.7–78.8% | 6 |
| 3 | Rolls-Royce | 9/24 | 37.5% | 21.2–57.3% | 5 |
Question group: Luxury hotels
36 returned four-engine answers to this group's 3 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Aman | 35/36 | 97.2% | 85.8–99.5% | 35 |
Question group: Quiet luxury apparel
24 returned four-engine answers to this group's 2 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Brunello Cucinelli | 24/24 | 100.0% | 86.2–100.0% | 1 |
| 2 | Loro Piana | 24/24 | 100.0% | 86.2–100.0% | 18 |
| 3 | The Row | 15/24 | 62.5% | 42.7–78.8% | 5 |
Question group: Cross-category
48 returned four-engine answers to this group's 4 questions. No pooled group leader is asserted.
| # | Name | Named answers | Rate | 95% interval | Named first |
|---|---|---|---|---|---|
| 1 | Hermès | 44/48 | 91.7% | 80.4–96.7% | 24 |
| 2 | Louis Vuitton | 38/48 | 79.2% | 65.7–88.3% | 12 |
| 3 | Chanel | 32/48 | 66.7% | 52.5–78.3% | 1 |
| 4 | Patek Philippe | 31/48 | 64.6% | 50.4–76.6% | 1 |
| 5 | Cartier | 28/48 | 58.3% | 44.3–71.2% | 0 |
| 6 | Rolex | 27/48 | 56.3% | 42.3–69.3% | 7 |
| 7 | Van Cleef & Arpels | 17/48 | 35.4% | 23.4–49.6% | 3 |
| 8 | Audemars Piguet | 16/48 | 33.3% | 21.7–47.5% | 0 |
| 9 | Gucci | 16/48 | 33.3% | 21.7–47.5% | 0 |
| 10 | Prada | 16/48 | 33.3% | 21.7–47.5% | 0 |
| 11 | Saint Laurent | 14/48 | 29.2% | 18.2–43.2% | 0 |
| 12 | Bottega Veneta | 13/48 | 27.1% | 16.6–41.0% | 0 |
| 13 | Tiffany & Co. | 10/48 | 20.8% | 11.7–34.3% | 0 |
| 14 | Vacheron Constantin | 10/48 | 20.8% | 11.7–34.3% | 0 |
| 15 | Dior | 9/48 | 18.8% | 10.2–31.9% | 0 |
| 16 | Ferrari | 8/48 | 16.7% | 8.7–29.6% | 0 |
| 17 | The Row | 6/48 | 12.5% | 5.9–24.7% | 0 |
| 18 | Bulgari | 5/48 | 10.4% | 4.5–22.2% | 0 |
| 19 | Loro Piana | 5/48 | 10.4% | 4.5–22.2% | 0 |
| 20 | Brunello Cucinelli | 3/48 | 6.3% | 2.1–16.8% | 0 |
| 21 | Rolls-Royce | 2/48 | 4.2% | 1.2–14.0% | 0 |
| 22 | A. Lange & Söhne | 1/48 | 2.1% | 0.4–10.9% | 0 |
| 23 | Balenciaga | 1/48 | 2.1% | 0.4–10.9% | 0 |
| 24 | Aman | 0/48 | 0.0% | 0.0–7.4% | 0 |
| 25 | Bentley | 0/48 | 0.0% | 0.0–7.4% | 0 |
The top eight, side by side
| # | Name | Appearance rate | Answers and interval | Other measures |
|---|---|---|---|---|
| 1 | Hermès | 40.3% | 116/288 answers · 95% CI 34.8–46% | first-mention position: 2.1; owned-domain citation (2/286): 0.7%; citation share: 0.1% |
| 2 | Cartier | 35.4% | 102/288 answers · 95% CI 30.1–41.1% | first-mention position: 3.6; owned-domain citation (0/286): 0%; citation share: 0% |
| 3 | Chanel | 34.0% | 98/288 answers · 95% CI 28.8–39.7% | first-mention position: 2.8; owned-domain citation (1/286): 0.3%; citation share: 0% |
| 4 | Louis Vuitton | 31.6% | 91/288 answers · 95% CI 26.5–37.2% | first-mention position: 3; owned-domain citation (3/286): 1%; citation share: 0.1% |
| 5 | Patek Philippe | 29.5% | 85/288 answers · 95% CI 24.5–35% | first-mention position: 2.4; owned-domain citation (0/286): 0%; citation share: 0% |
| 6 | Rolex | 26.4% | 76/288 answers · 95% CI 21.6–31.8% | first-mention position: 2.9; owned-domain citation (0/286): 0%; citation share: 0% |
| 7 | Dior | 18.8% | 54/288 answers · 95% CI 14.7–23.7% | first-mention position: 4.9; owned-domain citation (0/286): 0%; citation share: 0% |
| 8 | Bulgari | 18.1% | 52/288 answers · 95% CI 14–22.9% | first-mention position: 4.1; owned-domain citation (0/286): 0%; citation share: 0% |
The four engines named the leading names at similar rates.
ChatGPT
72 asked · 72 returned · 72 grounded
Same questions, different answers
Hermès
43.1%
Chanel
38.9%
Cartier
36.1%
Louis Vuitton
31.9%
Rolex
29.2%
Patek Philippe
25.0%
Claude
72 asked · 72 returned · 70 grounded
Hermès
43.1%
Cartier
37.5%
Chanel
34.7%
Louis Vuitton
31.9%
Patek Philippe
30.6%
Rolex
27.8%
Gemini
72 asked · 72 returned · 72 grounded
Hermès
34.7%
Cartier
33.3%
Louis Vuitton
33.3%
Chanel
31.9%
Patek Philippe
31.9%
Rolex
23.6%
Perplexity
72 asked · 72 returned · 72 grounded
Hermès
40.3%
Cartier
34.7%
Chanel
30.6%
Patek Philippe
30.6%
Louis Vuitton
29.2%
Rolex
25.0%
Google AI Overviews were captured through 52 U.S. desktop searches and scored only where an overview appeared, so five-engine figures use 288 + 37 = 325 answers.
The fifth engine
71%
Trigger rate: 37 of 52 searches
Google AI Overviews appeared on 37 of 52 searches (71.2%, CI 57.7–81.7%). The other 15 searches showed no overview. Within the 37 overviews, Hermès was named in 15 (40.5%), Chanel was named in 13 (35.1%), Cartier was named in 10 (27%), Louis Vuitton was named in 9 (24.3%). youtube.com was the most-cited source, with 59 citations and an appearance in 28 of 37 overviews.
| Five-engine rank | Name | Five-engine rate | Four-engine rank |
|---|---|---|---|
| 1 | Hermès | 40.3% | 1 |
| 2 | Cartier | 34.5% | 2 |
| 3 | Chanel | 34.2% | 3 |
| 4 | Louis Vuitton | 30.8% | 4 |
| 5 | Patek Philippe | 27.7% | 5 |
| 6 | Rolex | 24.9% | 6 |
| 7 | Gucci | 17.8% | 9 |
| 8 | Dior | 17.5% | 7 |
| 9 | Bottega Veneta | 17.5% | 11 |
| 10 | Bulgari | 16.9% | 8 |
Who each question surfaces first
Six questions from the set. Each tile uses that question's own four-engine answers as the denominator.
| Question | Leader | Next | AI Overview |
|---|---|---|---|
| Q01 · 12 answers | Hermès 100.0% | Louis Vuitton 100.0%; Chanel 100.0% | AI Overview shown on 3 of 3 searches |
| Q04 · 12 answers | Patek Philippe 100.0% | Rolex 100.0%; Audemars Piguet 100.0% | AI Overview shown on 0 of 3 searches |
| Q06 · 12 answers | Bentley 91.7% | Ferrari 83.3%; Rolls-Royce 75.0% | AI Overview shown on 3 of 3 searches |
The four engines produced 2,370 citations in total. en.wikipedia.org was cited most often, with 51 citations (2.2%) across 36 answers. Next came investedluxury.com (43), whowhatwear.com (43), youtube.com (40), bobswatches.com (37), christies.com (36).
Four AI engines · share of 286 grounded answers
Most-cited domains
investedluxury.com
15.0%
whowhatwear.com
13.3%
youtube.com
12.9%
en.wikipedia.org
12.6%
bobswatches.com
11.5%
christies.com
11.2%
darveys.com
11.2%
globalbrandsmagazine.com
9.4%
forbes.com
9.1%
vertu.com
8.4%
Google AI Overviews · share of 37 overviews
youtube.com
75.7%
reddit.com
27.0%
instagram.com
21.6%
quora.com
18.9%
facebook.com
13.5%
autonationusa.com
8.1%
blucactus.ca
8.1%
businessoffashion.com
8.1%
caredge.com
8.1%
cars.usnews.com
8.1%
Citation share by source type
Share of all citations by the type of site cited.
| Source type | Four AI engines (of 2,370 citations) | Google AI Overviews (of 175 citations) |
|---|---|---|
| Other / unclassified | 729 (30.8%) | 34 (19.4%) |
| Company / brand sites | 597 (25.2%) | 19 (10.9%) |
| General news / business press | 409 (17.3%) | 9 (5.1%) |
| Review / comparison publishers | 237 (10%) | 12 (6.9%) |
| Trade / specialist press | 120 (5.1%) | 5 (2.9%) |
| Community / social | 101 (4.3%) | 96 (54.9%) |
| Reference | 59 (2.5%) | 0 (0%) |
| Directories / rankings | 55 (2.3%) | 0 (0%) |
| Research / data providers | 53 (2.2%) | 0 (0%) |
| Institutions / trade bodies | 8 (0.3%) | 0 (0%) |
| General news / sports media | 2 (0.1%) | 0 (0%) |
How can luxury brands improve their AI visibility?
These steps follow from the measured results above. They describe what the engines cited in this study and are not a guarantee of results.
| Step | What this study measured |
|---|---|
| Put your facts on your own domain. | Tiffany & Co.'s own domains were cited in 0.3% of grounded answers, Prada's in 0.3% and Chanel's in 0.3%. |
| Keep your facts accurate on the sites engines cite. | The most-cited sites other than the tracked names' own were investedluxury.com (in 15.0% of grounded answers), whowhatwear.com (13.3%), youtube.com (12.9%), en.wikipedia.org (12.6%) and bobswatches.com (11.5%). General news and business press supplied 17.3% of citations and review and comparison publishers 10.0%. |
| Check each engine separately. | ChatGPT named Bottega Veneta in 23.6% of answers against 12.5% on Gemini. Claude named Prada in 19.4% of answers against 9.7% on Perplexity. |
| Watch names outside the tracked list. | Harry Winston (35 answers), Graff (29 answers), Four Seasons Hotels and Resorts (25 answers), Omega (25 answers), Rosewood Hotels & Resorts (23 answers) were named often but were not tracked. |
| Re-run the same questions every month. | Compare counts and intervals, not ranks. The 24 questions are in the appendix. |
What AI answers
Which ai luxury 25 brands appear in these AI answers?
Hermès: 116/288 returned four-engine answers (40.3%; 95% interval 34.8–46.0%). Three or more leading intervals overlap; no sole leader is established.
Which tracked name is named first most often?
Hermès was the first brand named in 84 of 288 answers, with an average first position of 2.1.
How often do Google AI Overviews appear for these questions?
An overview appeared on 37 of 52 searches (71.2%, CI 57.7–81.7%). Within those 37 overviews, Hermès was named most often, in 15 (40.5%).
Which sources do the engines cite?
Across 2,370 four-engine citations, en.wikipedia.org was cited most (51 citations, in 36 of 286 grounded answers), followed by investedluxury.com (43 citations).
Do the four engines agree?
Largely. No tracked name differed by more than 12 points between engines.
How this study was measured
24 questions × 3 runs each × 4 AI engines = 288 answers + 52 Google searches · 37 AI Overviews
24 questions asked three times on each of ChatGPT, Claude, Gemini and Perplexity, measured November 5, 2026. United States, English; Google retrieval uses desktop results. Models: gpt-5-mini, claude-sonnet-5-5, gemini-3.6-flash only, sonar-pro. Google AI Overviews come from DataForSEO, not inferred chat answers. Appearance counts returned text, including ungrounded answers; citation rates use grounded answers. Longer overlapping names suppress shorter ones; First mention is the earliest eligible name order. Own-domain rates include declared domains and subdomains; shared parent scopes may count for multiple names and cannot be summed as unique citations.
| Engine | Model IDs called | Asked | Returned | Grounded |
|---|---|---|---|---|
| ChatGPT | gpt-5-mini | 72 | 72 | 72 |
| Claude | claude-sonnet-5-5 | 72 | 72 | 70 |
| Gemini | gemini-3.6-flash | 72 | 72 | 72 |
| Perplexity | sonar-pro | 72 | 72 | 72 |
| Google AI Overviews | DataForSEO Google SERP (live, advanced) | 52 | 37 shown | 37 |
Own-domain citations count a domain plus all its subdomains, with the same rule in every table.
Definitions
- Appearance rate: answers naming the tracked name ÷ answers returned, with Wilson 95% intervals.
- First mention: average order in which the tracked name first appears (1 = first).
- Own-domain citation: grounded answers citing the tracked name's domains ÷ grounded answers.
- Citation share: citations to the tracked name's domains ÷ all citations.
Limits
- Only 25 tracked brands are ranked; results are not an exhaustive market ranking.
- Only the tracked brands were scored. Untracked names that appeared often were not scored, including Harry Winston (35 answers), Graff (29 answers), Four Seasons Hotels and Resorts (25 answers), Omega (25 answers), Rosewood Hotels & Resorts (23 answers).
- 340 of 360 planned results were returned. 20 AI Overview lookups were excluded after at most three total attempts.
- 52 successful Google searches: 37 overviews shown; 15 without an overview. Failures are excluded, not scored as zero.
- 2 chat answers had no search sources and are left out of the citation figures.
- Questions 11 and 12 name Hermès, Chanel, Rolex and Patek Philippe, so each of those counts includes up to 12 answers to a question that names it.
- Removing 2 Core questions naming tracked subjects leaves 264 eligible answers. Hermès (104/264) stays ahead of Cartier (102/264); the order does not change.
- Own sites of 16 brands were verified later and recounted. Source types use Company / brand sites only for verified official organisations; other unresolved sites are Other / unclassified.
- Wilson 95% intervals are descriptive; overlapping leading intervals do not establish a sole leader. Measurements do not endorse medical, legal, financial or product claims.
- Creative director changes since the earlier edition: Chanel (Matthieu Blazy), Dior (Jonathan Anderson), Gucci (Demna), Balenciaga (Pierpaolo Piccioli) and Bottega Veneta (Louise Trotter). Ownership groups (LVMH, Kering, Richemont) are not credited with house mentions. This edition is by 5W Public Relations.
- Google Shopping and unresolved google.com/goto links are excluded from cited sources; original URLs remain in the evidence.
- Named appearance is named_4 divided by n_4; own-site citation counts use grounded-answer denominators and are separate measures.
- Answers were collected through each engine's API using the model IDs listed in the methodology. The consumer ChatGPT, Claude, Gemini and Perplexity apps can answer differently.
Appendix: The 24 questions
Questions marked "Core question" are the original study questions, asked word for word. The others are added neutral questions.
| # | Question | Group | Source |
|---|---|---|---|
| 01 | What are the most prestigious luxury fashion houses? | AI Luxury 25 Index 2.0 | Core question |
| 02 | Which luxury handbag brands hold their value best? | AI Luxury 25 Index 2.0 | Core question |
| 03 | What are the best luxury watch brands to buy? | AI Luxury 25 Index 2.0 | Core question |
| 04 | Which watch brands are best for long-term collecting? | AI Luxury 25 Index 2.0 | Core question |
| 05 | What are the most iconic fine jewelry houses? | AI Luxury 25 Index 2.0 | Core question |
| 06 | What are the best luxury car brands? | AI Luxury 25 Index 2.0 | Core question |
| 07 | What are the best ultra-luxury hotel brands in the world? | AI Luxury 25 Index 2.0 | Core question |
| 08 | Which quiet luxury clothing brands are worth buying? | AI Luxury 25 Index 2.0 | Core question |
| 09 | What is the most exclusive luxury brand in the world? | AI Luxury 25 Index 2.0 | Core question |
| 10 | Which luxury brands are best for a first designer purchase? | AI Luxury 25 Index 2.0 | Core question |
| 11 | Hermès vs Chanel: which is the better investment bag? | AI Luxury 25 Index 2.0 | Core question |
| 12 | Rolex vs Patek Philippe: which is better for collectors? | AI Luxury 25 Index 2.0 | Core question |
| 13 | Which luxury fashion houses have the strongest heritage? | AI Luxury 25 Index 2.0 | Added question |
| 14 | What are the most coveted luxury handbags? | AI Luxury 25 Index 2.0 | Added question |
| 15 | Which independent watchmakers are most respected? | AI Luxury 25 Index 2.0 | Added question |
| 16 | What are the best dress watch brands? | AI Luxury 25 Index 2.0 | Added question |
| 17 | Which jewelry houses make the best engagement rings? | AI Luxury 25 Index 2.0 | Added question |
| 18 | What are the most valuable high jewelry brands? | AI Luxury 25 Index 2.0 | Added question |
| 19 | Which luxury car brands hold their value best? | AI Luxury 25 Index 2.0 | Added question |
| 20 | What are the best luxury resort brands for a honeymoon? | AI Luxury 25 Index 2.0 | Added question |
| 21 | Which luxury hotel groups have the best service? | AI Luxury 25 Index 2.0 | Added question |
| 22 | What are the best brands for luxury cashmere? | AI Luxury 25 Index 2.0 | Added question |
| 23 | Which luxury brands are most popular with collectors? | AI Luxury 25 Index 2.0 | Added question |
| 24 | Which luxury brands are seen as the most timeless? | AI Luxury 25 Index 2.0 | Added question |
Related studies
About 5W
5W is an independent PR, creative and GEO agency founded in 2003, and we get you in the chatbox. All of our work is done in house, including media relations, site building and content. Learn more about our GEO practice or write to info@5wpr.com.
Full report
Read the PDF
Get in touch
Let's build your next chapter.
Tell us what you're working on. A senior strategist will respond within one business day.
- info@5wpr.com
- Phone
- 212.999.5585
- Offices
- Miami · HQ100 SE 2nd Street, Floor 38
Miami, FL 33131Tampa110 South 12th Street
Tampa, FL 33602New York469 7th Avenue, Floor 8
New York, NY 10018