Rascasse Audience Intelligence

Daniel Wellington Target Market in Germany

A data profile of the people who buy, follow and care about Daniel Wellington in Germany — modelled from more than twelve digital signal sources. Daniel Wellington has an estimated audience of 277,796 people in Germany.

#17among Watches in Germany#2331among Brand in Germany#853in Fashion & Accessoires

The average Daniel Wellington fan in Germany is 32.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Kookai, Gift basket, Kendra Scott, with strongest over-indexing on Kookai (96.52× the country average).

Demographically, the Daniel Wellington audience skews more female with an average age of 32.4, and over-indexes on personality traits such as Design Affinity, Sustainability.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Daniel Wellington fan in Germany is more female, around 32.4 years old, with strong Design Affinity tendencies and a notable affinity for Kookai.

Category: Fashion & Accessoires · Type: Brand · Subtype: Watches

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Daniel Wellington profile in Germany.

Audience size
278K
in Germany
Gender
67.8%♀
32.2% male
Age
32.4
average years
Country rank
#18350
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Daniel Wellington

67.8% are female, 32.2% are male, average age 32.4.

Fig. 02

Gender split

67.8%
Female
32.2%
Male
Demographic split for Daniel Wellington audience in Germany
MetricValue
Female67.8%
Male32.2%
Average age32.4
Estimated audience size277,796
Fig. 03

Age distribution

Ø 32.4
average years
Age distribution of the Daniel Wellington audience in Germany
Age bracketShare%
16-1933%
20-2928%
30-3918%
40-4914%
50+7%
Fig. 04

Worldwide distribution

6.5%

of the worldwide Daniel Wellington audience comes from Germany.

Worldwide audience distribution share by country for Daniel Wellington
CountryShare
Japan13.6%
India10.3%
Italy8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Daniel Wellington audience in Germany is strongest.

Fig. 05

Top regions by affinity

Daniel Wellington customers by region in Germany
#RegionReachAffinity×
01Hamburg~9K1.42×
02Hessen~30K1.34×
03Nordrhein-Westfalen~80K1.30×
04Bayern~50K1.20×
05Niedersachsen~30K1.17×
06Bremen~3K1.13×
07Berlin~10K1.10×
08Rheinland-Pfalz~10K1.06×
09Baden-Württemberg~40K0.97×
10Schleswig-Holstein~10K0.96×
11Saarland~3K0.89×
12Sachsen~10K0.78×
13Thüringen~5K0.75×
14Mecklenburg-Vorpommern~4K0.74×
15Brandenburg~6K0.71×
16Sachsen-Anhalt~5K0.70×
Fig. 06

Affinity by region

Affinity by region — Daniel Wellington, Germany
0.70×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Daniel Wellington audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Daniel Wellington audience
#·InterestCategoryAffinity×
01KookaiFashion & Accessoires96.52×
02Brilliant EarthFashion & Accessoires80.77×
03Kendra ScottFashion & Accessoires75.00×
04Club MonacoFashion & Accessoires70.95×
05Gift basketHome & Garden50.04×
06ZimmermannHome & Garden20.00×
07InflationBusiness & Career20.00×
08Country RoadFashion & Accessoires19.60×
09Gold-filled jewelryFashion & Accessoires17.06×
10Eva MendesMovies & TV15.06×
11V MagazineFashion & Accessoires13.18×
12Sports braFashion & Accessoires8.46×
13ClockFashion & Accessoires7.60×
14Art jewelryFashion & Accessoires6.47×
15Costume jewelryFashion & Accessoires6.15×
16COSShopping5.58×
17PandoraFashion & Accessoires5.33×
18BershkaShopping5.02×
19Sarah EngelsMovies & TV4.98×
20HermèsFashion & Accessoires2.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Daniel Wellington audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Daniel Wellington audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.97×
SustainabilityBALANCE1.94×
Luxury OrientationPREMIUM1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Daniel Wellington audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.55×
SpiritualityBALANCE0.64×
Risk AppetiteTHRILL0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Daniel Wellington's target market in Germany?

Daniel Wellington's target market in Germany covers an estimated 277,796 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Daniel Wellington customers?

67.8% of the Daniel Wellington audience are female, 32.2% are male, with an average age of 32.4 years.

03

Which brands do Daniel Wellington fans like most?

Daniel Wellington fans show strongest brand affinity for Kookai (96.52×), Gift basket (50.04×), and Kendra Scott (75×) over the country average.

04

Where do Daniel Wellington fans live in Germany?

Daniel Wellington fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Daniel Wellington fans also like?

Beyond Daniel Wellington itself, the audience over-indexes on Gift basket (50.04×), Kendra Scott (75×), Brilliant Earth (80.77×), and Country Road (19.6×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Watches audiences in Germany

See Daniel Wellington audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Daniel Wellington. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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