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The Luxury AI Visibility Index

A monthly benchmark of luxury brand presence, influence, and voice across generative AI.

Monthly digest

October
2026

The podium stood still. The rest did not.

Porsche leads the Luxe Digital Luxury AI Visibility Index for a second month running, with Dior in second and Louis Vuitton in third, the same top three as in September. Porsche's lead has grown, too, with 11,886 mentions ahead of Dior, up from 8,485 last month.

But the lead is no longer total. In September, Porsche ranked first on all five AI engines. This month, it tops four of the five. On ChatGPT, Mercedes-Benz earns more mentions than any other brand, while ranking fourth overall.

From fifth to tenth, nobody kept their seat. Tesla jumped three places to fifth, overtaking Chanel (6th) and Audi (7th).

Jewelry's leader lost some shine. Brilliant Earth fell three places to ninth, with Volvo moving past it into eighth. It remains the Index's highest-ranked jeweler, but Cartier is closing in. Up one place to 13th, Cartier now sparkles four places behind Brilliant Earth, half the gap it faced in September.

This month, watches tick into the top ten. Rolex climbed one place to tenth, taking the spot BMW held in September. BMW dropped to 12th, just behind Gucci at 11th. Car brands now occupy five of the top ten places, down from six.

Further down the table, Audemars Piguet is the month's biggest riser, jumping 30 places to 82nd. Ralph Lauren rose five places to 17th and into the top 20. Swarovski went the other way: it lost more mentions than any other brand and slipped out of the top 20, to 24th.

The top of the table keeps getting heavier. The ten leading brands account for 37.8% of all AI mentions, while the top 20 capture 55.8%, up from 55.4% in September. That leaves 287 brands fighting over the remaining 44.2%.

We publish the Index on the 15th of every month. Next time, we'll see whether Rolex holds its top-ten seat, and whether fashion, jewelry and watches begin to catch up or car brands keep taking the wheel. Porsche, meanwhile, has a five-figure lead to defend.

Luxury brands ranked by AI mentions. October 2026 issue. Sortable by every column.
Details
1—PorscheCars86,403+16.0% MoM×2.3
2—DiorFashion74,517+12.9% MoM×2.3
3—Louis VuittonFashion60,515+20.8% MoM×3.3
4—Mercedes-BenzCars53,588+23.2% MoM×2.3
53TeslaCars43,523+23.8% MoM×2.9
61ChanelFashion41,841+14.7% MoM×2.7
72AudiCars41,137+11.2% MoM×3.9
81VolvoCars38,242+13.0% MoM×2.3
93Brilliant EarthJewelry36,631−0.5% MoM7 mo of data
101RolexWatches36,168+21.4% MoM×2.7
111GucciFashion35,140+18.9% MoM×3.0
122BMWCars34,351+11.0% MoM+40%
131CartierWatches27,282+20.6% MoM×3.8
141HermèsFashion25,628+19.8% MoM×2.3
151FerrariCars23,600+12.4% MoM×2.3
163Hugo BossFashion22,510−1.6% MoM7 mo of data
175Ralph LaurenFashion20,017+45.0% MoM×2.7
18—BurberryFashion19,398+21.2% MoM×2.3
192VersaceFashion18,822+10.5% MoM×2.4
201PradaFashion18,097+20.4% MoM×3.3
21—LexusCars16,804+18.9% MoM+52%
221LamborghiniCars16,354+23.8% MoM×2.4
231SeikoWatches15,537+26.3% MoM×2.2
244SwarovskiJewelry13,483−6.5% MoM7 mo of data
25—Jean Paul GaultierFashion12,469+4.2% MoM×3.2
26—ArmaniFashion11,396+4.2% MoM×3.0
273BalenciagaFashion11,162+12.7% MoM×4.2
28—Van Cleef & ArpelsJewelry11,012+5.2% MoM×2.2
292BulgariWatches10,566+0.4% MoM×2.9
301Land RoverCars10,448+3.6% MoM+51%
312Tiffany & CoWatches9,280+21.2% MoM×2.0
321Dolce & GabbanaFashion8,677+1.4% MoM+85%
331CadillacCars8,619+13.2% MoM+68%
342ValentinoFashion8,544+15.8% MoM×2.4
356TissotWatches8,512+34.9% MoM×3.0
361JaguarCars8,456+11.4% MoM×3.3
37—Saint LaurentFashion8,163+15.7% MoM×4.9
38—McLarenCars7,940+19.0% MoM+99%
391Aston MartinCars7,800+22.6% MoM×2.7
401InfinitiCars7,555+14.4% MoM×2.1
419VraiJewelry7,540−5.8% MoM7 mo of data
4215OmegaWatches7,179+48.5% MoM×3.2
432SuitsupplyFashion6,959+19.8% MoM7 mo of data
442LoeweFashion6,828+17.9% MoM×2.8
452MontblancWatches6,695+16.9% MoM×3.3
464Christian LouboutinShoes6,663+7.5% MoM+99%
474Miu MiuFashion6,631+8.2% MoM×3.1
48—Maison MargielaFashion6,154+9.4% MoM×3.0
497TAG HeuerWatches6,096+24.7% MoM×2.0
501Canada GooseFashion6,086+13.3% MoM7 mo of data
514GenesisCars5,981+21.0% MoM+99%
521MaseratiCars5,955+12.4% MoM×3.7
53—GoyardBags5,944+14.0% MoM×2.2
546BugattiCars5,886+24.5% MoM×3.9
556BrabusCars5,543+20.4% MoM+93%
562Tory BurchFashion5,505+9.4% MoM7 mo of data
575PolestarCars5,477+4.5% MoM×2.0
5810Rolls-RoyceCars5,402+46.1% MoM×2.2
593LonginesWatches5,399+18.3% MoM×2.3
605Patek PhilippeWatches5,372+37.8% MoM×2.5
613Golden GooseShoes5,326+11.1% MoM7 mo of data
623Jimmy ChooShoes5,218+8.9% MoM×2.4
6313Carl FriedrikBags5,115−3.8% MoM7 mo of data
6420CalpakBags5,099−13.1% MoM7 mo of data
652LincolnCars4,870+11.8% MoM+59%
667Loro PianaFashion4,774+42.8% MoM×3.7
673Alo YogaFashion4,755+10.2% MoM7 mo of data
681MonclerFashion4,677+27.6% MoM×2.8
692AcuraCars4,475+32.2% MoM+85%
704ChloéFashion4,247+9.4% MoM×2.3
711CelineFashion4,066+13.9% MoM×2.7
724BentleyCars4,047+32.1% MoM+96%
736SézaneFashion4,008+4.0% MoM7 mo of data
742RadoWatches3,757+11.8% MoM×2.8
751FendiFashion3,624+13.4% MoM×2.4
767TudorWatches3,498+36.0% MoM×2.3
774HamiltonWatches3,395+23.7% MoM×2.0
783RimowaBags3,380+8.9% MoM×2.8
797Grand SeikoWatches3,266+33.6% MoM+65%
809Bottega VenetaFashion3,228+40.3% MoM×3.2
811Lotus CarsCars3,166+22.2% MoM+90%
8230Audemars PiguetWatches3,166+77.2% MoM×2.2
835Salvatore FerragamoFashion3,120+6.6% MoM×2.7
844JacquemusFashion2,960+4.2% MoM×2.7
856Taylor StitchFashion2,925+0.8% MoM7 mo of data
862AmiriFashion2,908+14.0% MoM×3.1
874LucidCars2,873+28.0% MoM×2.6
8811Monica VinaderJewelry2,835−4.3% MoM7 mo of data
894KoenigseggCars2,819+27.7% MoM×4.9
906MansoryCars2,730+30.5% MoM×2.2
916PolèneBags2,639+7.1% MoM7 mo of data
9215RivianCars2,632+37.2% MoM×2.4
933GanniFashion2,542+11.1% MoM7 mo of data
943BreitlingWatches2,437+19.9% MoM×2.0
953Off-WhiteFashion2,437+20.3% MoM×2.2
969Oliver CabellShoes2,431+2.1% MoM7 mo of data
972HublotWatches2,358+11.9% MoM×2.9
984GivenchyFashion2,346+10.9% MoM×4.0
9911AwayBags2,325−1.0% MoM7 mo of data
1009IWCWatches2,283+22.5% MoM+95%
1019Crockett & JonesShoes2,275+2.3% MoM+47%
1023BellroyBags2,264+12.2% MoM7 mo of data
1033Horizn StudiosBags2,240+16.1% MoM7 mo of data
10412Max MaraFashion2,226+30.2% MoM×2.0
105—Rick OwensFashion2,207+13.4% MoM×2.4
1064Richard MilleWatches2,199+18.9% MoM+29%
1074BulovaWatches2,168+18.9% MoM×2.5
1088Alpha IndustriesFashion2,122+6.4% MoM7 mo of data
1094SandroFashion2,073+16.1% MoM7 mo of data
11017MejuriJewelry2,066+47.9% MoM+96%
11110Alexander McQueenFashion2,059+32.1% MoM×2.5
11210TumiBags2,055+4.3% MoM+88%
1139Beckett SimononShoes2,053+5.4% MoM7 mo of data
11411David YurmanJewelry2,039+4.2% MoM×2.2
1152Jaeger-LeCoultreWatches1,982+16.3% MoM×2.6
1168PaganiCars1,952+29.4% MoM×5.8
1179Acne StudiosFashion1,907+0.3% MoM×2.4
11811Brunello CucinelliFashion1,790+29.2% MoM×4.0
11918BalmainFashion1,785−9.5% MoM+28%
1202Me+EmFashion1,762+3.4% MoM7 mo of data
1212Karl LagerfeldFashion1,761+3.5% MoM×2.9
122—ZegnaFashion1,726+11.9% MoM×2.0
1238ChopardWatches1,711−1.9% MoM×2.1
12410Alfa RomeoCars1,662−6.4% MoM+66%
1257NIOCars1,653+31.8% MoM×2.7
12614The RowFashion1,537+42.2% MoM×2.1
1274Stella McCartneyFashion1,514−1.6% MoM+90%
1282MissomaJewelry1,507+2.4% MoM7 mo of data
1295NOMOS GlashütteWatches1,501+23.5% MoM×2.4
13016Vacheron ConstantinWatches1,498+47.4% MoM×2.1
1312LanvinFashion1,490+20.4% MoM×2.1
13212KOIOShoes1,435−8.2% MoM7 mo of data
1332PaneraiWatches1,425+18.5% MoM×2.3
1343AsketFashion1,425+10.8% MoM7 mo of data
1357GraffJewelry1,414+1.2% MoM×2.3
136—EberjeyFashion1,396+20.2% MoM7 mo of data
13712Calvin KleinFashion1,387−5.9% MoM7 mo of data
1381MessikaJewelry1,372+18.7% MoM×2.5
1399OrisWatches1,368+5.4% MoM×2.4
1401Axel ArigatoShoes1,269+11.9% MoM7 mo of data
1413ChaumetJewelry1,233+7.5% MoM×2.6
1421Nina RicciFashion1,151+7.0% MoM+95%
1432Manolo BlahnikShoes1,145+9.6% MoM×2.5
144—Luca FaloniFashion1,128+7.2% MoM7 mo of data
1454The Frankie ShopFashion1,113+26.2% MoM7 mo of data
1463Harry WinstonJewelry1,098+4.0% MoM+72%
1473BlancpainWatches1,067+22.5% MoM×2.5
1483Christopher WardWatches1,010+22.9% MoM×2.1
1497BoucheronJewelry1,002−5.6% MoM×2.7
1502SunspelFashion987+6.7% MoM7 mo of data
15114Tod'sFashion925+45.9% MoM×2.3
1525MonosBags915−7.6% MoM7 mo of data
1531Anine BingFashion900+9.8% MoM7 mo of data
1541Franck MullerWatches886+12.0% MoM+73%
1553PiagetWatches869+17.8% MoM+90%
1562AllbirdsShoes861+9.0% MoM7 mo of data
1573ZenithWatches834+20.7% MoM×2.4
1582BreguetWatches808+7.2% MoM×2.9
1594MarniFashion795+3.5% MoM×2.2
16028MyrqvistShoes791+116.1% MoM7 mo of data
1613Drake'sFashion763+18.7% MoM7 mo of data
1625Jil SanderFashion762+1.2% MoM×2.4
1632MorganCars737+8.5% MoM×2.6
1642TotemeFashion700+4.0% MoM7 mo of data
1652Emilio PucciFashion698+12.2% MoM×3.0
1663Harber LondonBags688+3.9% MoM7 mo of data
1671MarathonWatches670+6.5% MoM7 mo of data
168—AlaïaFashion659+7.7% MoM×2.7
169—Globe-TrotterBags657+14.5% MoM+78%
170—DenzaCars645+14.8% MoM×8.3
17112Buck MasonFashion625−9.9% MoM7 mo of data
1721LemaireFashion623+11.8% MoM7 mo of data
17311BerlutiFashion584+44.2% MoM+75%
1741Thom BrowneFashion575+11.4% MoM+16%
1758Maurice LacroixWatches574+36.3% MoM+98%
1761MikimotoJewelry545+14.3% MoM×2.9
1771Our LegacyFashion541+17.4% MoM7 mo of data
17818A. Lange & SöhneWatches540+62.7% MoM+55%
1797BrioniFashion539−0.7% MoM+85%
1807Todd SnyderFashion518−4.4% MoM7 mo of data
1815SantoniShoes508+4.1% MoM×2.2
1821RoujeFashion505+16.9% MoM7 mo of data
1832SinnWatches478+23.2% MoM7 mo of data
1844Baume & MercierWatches472+8.5% MoM+97%
1856DelvauxBags459−0.4% MoM+76%
18612CarminaShoes451−13.3% MoM7 mo of data
1875SchiaparelliFashion448+3.7% MoM×3.5
1884BremontWatches412+15.7% MoM−10%
189—Glashütte OriginalWatches410+12.9% MoM×2.1
1903FormexWatches400+7.5% MoM7 mo of data
191—Bell & RossWatches399+11.1% MoM×2.0
19216RimacCars395+49.1% MoM×6.4
1938Johnstons of ElginFashion385+29.2% MoM7 mo of data
1944AmberjackShoes370+2.2% MoM7 mo of data
1951Dries Van NotenFashion367+10.2% MoM×2.3
1968Nivada GrenchenWatches359+32.5% MoM7 mo of data
19711BuccellatiJewelry358−6.5% MoM×2.9
1981DoenFashion350+5.7% MoM7 mo of data
1996Astley ClarkeJewelry342−2.0% MoM7 mo of data
2005HongqiCars340+26.4% MoM×3.7
2012Girard-PerregauxWatches329+17.1% MoM×2.4
2027F.P. JourneWatches323+31.3% MoM×2.8
2034FredJewelry321+7.0% MoM×2.3
2042BalticWatches317+9.3% MoM7 mo of data
20510MeerminShoes302−9.3% MoM7 mo of data
20620KhaiteFashion295+73.5% MoM×2.6
2075Ulysse NardinWatches292+23.2% MoM×4.1
2081BrewWatches290+9.0% MoM7 mo of data
2093PomellatoJewelry274+2.2% MoM×2.5
2103Li AutoCars273+15.7% MoM×2.1
21111CuyanaBags272−9.0% MoM7 mo of data
21214Church'sShoes269−15.9% MoM+94%
2133St. AgniFashion263+7.8% MoM7 mo of data
2141AuraleeFashion261+19.2% MoM7 mo of data
2152LIV Swiss WatchesWatches253+18.2% MoM+29%
2166Studio NicholsonFashion244+22.6% MoM7 mo of data
2171NorqainWatches243+14.6% MoM7 mo of data
2182HennesseyCars243+11.5% MoM+8%
2198VaultskinBags234−2.5% MoM7 mo of data
2201Roger DubuisWatches230+9.0% MoM×2.9
2217YemaWatches218+32.1% MoM7 mo of data
2221VelascaShoes217+6.9% MoM7 mo of data
2232AvatrCars205+17.8% MoM×3.2
2243Studio Underd0gWatches202+19.5% MoM7 mo of data
2258FarerWatches188+21.3% MoM7 mo of data
2262GrensonShoes188+3.3% MoM7 mo of data
2273KarmaCars187+19.1% MoM+55%
2285ValextraBags185−1.1% MoM+81%
2299Norse ProjectsFashion183−11.2% MoM7 mo of data
23011Dinh VanJewelry182+41.1% MoM+54%
2313NanushkaFashion180+19.2% MoM7 mo of data
232—Private White V.C.Fashion174+11.5% MoM7 mo of data
2332behnoBags173+14.6% MoM7 mo of data
23420John LobbShoes169−26.2% MoM+92%
2354With Nothing UnderneathFashion167+7.1% MoM7 mo of data
2368SingerCars161+37.6% MoM×2.4
23719YangwangCars159+72.8% MoM×79.5
238—UnimaticWatches153+10.9% MoM7 mo of data
239—TechartCars152+10.9% MoM−1%
2403Mansur GavrielBags145+2.1% MoM7 mo of data
24112Edward GreenShoes139−13.1% MoM×2.2
2425Carl F. BuchererWatches138+29.0% MoM+97%
243—AspesiFashion137+15.1% MoM7 mo of data
2442KAAIBags137+6.2% MoM7 mo of data
24510Kurono TokyoWatches134+45.7% MoM7 mo of data
2466TroubadourBags133+40.0% MoM7 mo of data
2477AlpinaWatches131−4.4% MoM+34%
248—De TomasoCars129+20.6% MoM×4.6
24913FoundraeJewelry126−15.4% MoM7 mo of data
2501SericaWatches123+26.8% MoM7 mo of data
2511Furlan MarriWatches123+24.2% MoM7 mo of data
2526H. Moser & CieWatches115+62.0% MoM−10%
2534LorierWatches111+26.1% MoM7 mo of data
2549NovitecCars111−4.3% MoM−31%
2556Automobili PininfarinaCars106+3.9% MoM×2.1
2562MB&FWatches104+13.0% MoM×3.2
2574AurateJewelry93−2.1% MoM7 mo of data
2582Parmigiani FleurierWatches91+30.0% MoM×2.2
2594RUFCars88+37.5% MoM×5.9
2607MingWatches81+42.1% MoM7 mo of data
261—Extreme CashmereFashion79+21.5% MoM7 mo of data
26212ZenvoCars79+68.1% MoM×5.3
26312TraskaWatches76+68.9% MoM7 mo of data
264—Jessica McCormackJewelry75+21.0% MoM7 mo of data
2656anOrdainWatches75+7.1% MoM7 mo of data
2664EverratiCars69+7.8% MoM×2.1
2671EagleCars67+21.8% MoM×3.4
2682M.GemiShoes64+10.3% MoM7 mo of data
269—Officine GénéraleFashion64+20.8% MoM7 mo of data
270—NodusWatches63+26.0% MoM7 mo of data
2719RessenceWatches61+45.2% MoM×2.9
27226Common ProjectsShoes61−46.0% MoM7 mo of data
2733SerapianBags60+33.3% MoM×2.5
2742CzapekWatches56+14.3% MoM+93%
2752MétierBags52+10.6% MoM7 mo of data
2768Jaquet DrozWatches52+26.8% MoM×2.4
277—DamaskoWatches49+11.4% MoM7 mo of data
278—Laurent FerrierWatches49+11.4% MoM+48%
2798Sophie Bille BraheJewelry47−6.0% MoM7 mo of data
2802OtiumbergJewelry47+11.9% MoM7 mo of data
2812CzingerCars47+9.3% MoM×23.5
28211RepossiJewelry46+76.9% MoM×3.5
2834UrwerkWatches46+39.4% MoM×2.7
28411GemballaCars45+87.5% MoM×11.3
2851Armin StromWatches44+18.9% MoM×3.4
28621StowaWatches44−26.7% MoM7 mo of data
2874Oak & OscarWatches43+4.9% MoM7 mo of data
2881Moritz GrossmannWatches43+34.4% MoM×2.4
2898MontaWatches41−2.4% MoM7 mo of data
2902ZelosWatches41+28.1% MoM7 mo of data
291—Anita KoJewelry36+16.1% MoM7 mo of data
2927L'Estrange LondonFashion35−7.9% MoM7 mo of data
2931Sonia RykielFashion34+17.2% MoM+79%
2943HaliosWatches31+82.4% MoM7 mo of data
2951TrilobeWatches29+20.8% MoM×2.9
2962De BethuneWatches25+47.1% MoM+79%
2977GhurkaBags22−31.3% MoM+38%
2982Arnold & SonWatches21−12.5% MoM×2.1
2992Hispano SuizaCars20+42.9% MoM×2.2
300—Gordon Murray AutomotiveCars20+33.3% MoM−13%
3011AutodromoWatches18+38.5% MoM7 mo of data
3023ZeekrCars14−12.5% MoM−69%
303—GrönefeldWatches12+100.0% MoM9 mo of data
304—Marc Philipp GemballaCars8+33.3% MoM7 mo of data
3051VoutilainenWatches4+0.0% MoM6 mo of data
3061BamfordWatches3−40.0% MoM−73%
307NewWagoneerCars2New3 mo of data

Nothing in the ranking matches that. Clear the search to see every brand.

Showing 307 of 307 brands · October 2026 issue.

Methodology

How the Index
is built

The Luxury AI Visibility Index is a proprietary dataset developed and maintained by Luxe Digital in partnership with Worthbury.

When AI models answer user prompts, they cite their sources. Every time an engine references a brand's official domain, we log it as an AI citation. We aggregate these metrics monthly across five major AI engines to calculate each brand's overall performance. Each issue's data is collected during the previous calendar month.

Luxe Digital independently curates the brand roster and methodology. Rankings are purely performance-based—no brand can purchase placement, and all listings are 100% unsponsored.

  1. 01

    Direct Source Tracking

    Tracking monthly mentions per brand

    We query five leading AI engines monthly for every brand on our index. We measure how frequently an engine cites official brand domains when generating answers, establishing a reliable monthly baseline.

  2. 02

    Five Engines, Weighted Equally

    Every engine counts the same

    We track ChatGPT, Google AI Mode, Perplexity, Google AI Overviews and Gemini, and each one counts the same toward a brand's score. We could not measure how much each engine is worth to a luxury buyer, so we do not claim to. We review the list of engines once a year.

  3. 03

    Logarithmic Scoring

    Smallest Largest

    A scoring system that grows with the brands

    Brand visibility spans multiple orders of magnitude. We apply a logarithmic curve to normalized mentions, ensuring proportional growth and fair comparison between established giants and emerging labels.

  4. 04

    Fixed Index Baselines

    A reliable historical ranking

    Scores are mapped to a fixed 0–100 scale rather than shifting relative to the monthly top performer. Adding or removing brands never alters existing scores, and published historical data remains permanent.

Our final score combines mention counts across the five engines with logarithmic scaling to deliver a unified visibility score out of 100. Most of that score is how often the engines cite a brand, with smaller weight for how many of the five cite it and how visible the brand is in ordinary search.

Frequently asked questions
How can a brand improve its AI visibility score?
Start with our guide on getting your brand recommended by AI answer engines. The key: AI models cite the sources they encounter in authoritative publications. When outlets like Luxe Digital write about your brand, those articles become material the engines cite when answering shopper questions.
What happens when an engine lacks data for a brand?
The engine is marked as Not Tracked and excluded from the overall calculation. The row will reflect partial coverage (e.g., “4 of 5 engines”) so incomplete data is never mistaken for a zero score.
Do some engines count more than others?
No. ChatGPT, Google AI Mode, Perplexity, Google AI Overviews and Gemini each carry the same weight in the score. We review which engines the Index covers once a year and document any change here.
Why do some engines show incomplete historical charts?
Data tracking began at different times for certain engines. We store data from the exact month coverage started, ensuring historical charts accurately reflect active tracking rather than false drops to zero.
Why is Claude not included in the index?
Reliable citation tracking for Claude is not yet integrated into our dataset. To protect data integrity, we do not estimate metrics. Claude will join the Index on the same footing as the other engines as soon as verified data becomes available.
Why does a brand sometimes show no month-over-month movement?
Newly indexed brands require a three-month baseline before trend movement can be calculated. These listings display as New until historical data is established.
Which brand domains are tracked?
We track all active domains owned by a brand. Because regional sites (like bmwusa.com) often generate higher search volume than global domains (bmw.com), all official brand properties are aggregated into the brand's total score.
Which product categories are excluded from the Index?
Wine, spirits, and champagne are permanently excluded. Inclusion for all other categories is evaluated based on luxury positioning and market presence, with roster updates published periodically.
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