Smartwatch Market Growth: Apple Leads, But Huawei and Xiaomi Are Closing In
The global smartwatch market experienced a 4% growth in 2025, signaling continued consumer interest in wearable technology. While Apple remains the dominant player, the gap is narrowing, with Huawei and Xiaomi demonstrating impressive gains. This shift indicates a dynamic market landscape where competition is intensifying.
Apple’s Continued Dominance, But Growth is Moderate
Apple saw an 8% year-over-year increase in shipments, driven by the popularity of the Apple Watch Series 11, Ultra 3, and SE 3. Despite this growth, it’s a slower pace compared to its competitors. Apple currently holds a 20% share of the global smartphone market, according to Counterpoint Research.
Huawei and Xiaomi: The Rising Stars
Huawei and Xiaomi are the true success stories of 2025, achieving remarkable growth rates of 30% and 18%, respectively. Huawei’s surge is largely attributed to its competitively priced and advanced products in the Chinese market. Xiaomi’s growth demonstrates its increasing appeal to a broader consumer base.
Samsung’s Struggles and the Rise of Budget Options
Samsung experienced a 12% decline in shipments, slipping from third to fifth place in market share with only 7%. This decline coincides with a decrease in the overall popularity of smartwatches under $200, while the $200-$400 segment saw a significant 48% increase in sales. This suggests consumers are increasingly willing to invest in premium features and functionality.
Imoo is poised to surpass Samsung in 2026, capitalizing on the demand for low-cost smartwatches, particularly in China.
The Shift Towards Cellular and Premium Features
The demand for cellular smartwatches is increasing, as consumers view these devices as standalone companions rather than mere accessories to their smartphones. This trend, coupled with the rising popularity of premium features, is driving up the average selling price of smartwatches.
What to Expect in 2026 and Beyond
Apple is expected to maintain its leading position in 2026, but Huawei and Xiaomi will continue to close the gap. The adoption of 5G and satellite connectivity, pioneered by Apple, will likely become more widespread across the industry, further driving premiumization.
Samsung faces challenges in reversing its current trajectory. Potential strategies include offering substantial discounts or bundling Galaxy Watches with the Galaxy S26 series.
FAQ
- Who is the current market leader in smartwatches? Apple currently leads the global smartwatch market.
- Which brands are showing the most growth? Huawei and Xiaomi are experiencing the most significant growth in the smartwatch market.
- Is Samsung losing market share? Yes, Samsung experienced a 12% decline in shipments in 2025.
- What is driving the growth of the smartwatch market? The increasing demand for premium features, cellular connectivity, and standalone functionality is driving market growth.
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