Smartwatch market: Apple and Samsung lose ground – Huawei and Xiaomi make gains
The global smartwatch market recorded a decline for the fifth quarter in a row. Among others, the market leader Apple is once again losing ground.
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Global smartwatch deliveries fell by two percent in the first quarter of 2025 compared to the same quarter of the previous year, reports Counterpoint Research. The market researchers see the reasons for this trend in the decline in the once up-and-coming Indian smartwatch market on the one hand and the shrinking Apple Watch sales on the other. Meanwhile, strong year-on-year growth of 37 percent can be observed on the Chinese market.
Apple Watch loses six quarters in a row
In the first quarter of 2025, Apple recorded a loss of nine percent compared to the previous year. This is now the sixth consecutive quarter in which the company has recorded a decline in its smartwatch business, according to the market researchers. Nevertheless, Apple retains its market leadership with a share of 20 percent (previous year: 21 percent).
The fact that the manufacturer is selling fewer smartwatches could be due, among other things, to the fact that the latest Series 10 model offered few innovations apart from slightly larger screens. In addition, Apple only gave its top model, the Watch Ultra 2, a new color last year. Furthermore, the Watch SE, the most affordable model in the Apple Watch family, was last updated in September 2022.
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Apple is followed by Huawei and Xiaomi in the ranking of manufacturers with the most deliveries, each with growth of 53%. According to the market researchers' data, Huawei in second place has a market share of 16% (previous year: 10%) and Xiaomi increased from 6% to 10%.
Meanwhile, Samsung is in fourth place with a share of seven percent (previous year: nine percent), having lost 18 percent in sales compared to the same quarter last year.
Consumers are opting for more expensive models
Counterpoint Research analyst Balbir Singh also sees a “remarkable shift in consumer preferences” on the global smartwatch market. Consumers are “gradually moving up the price ladder, searching for better features and long-term value”. The market researchers observed growth of 21 percent in the price range between 100 and 200 US dollars. This indicates “an increasing demand for devices with better health and fitness features”. At the same time, the entry-level segment of products under 100 US dollars recorded a decline of 17%.
There was also “significant growth” in the smartwatch segment for children worldwide, with the manufacturer Imoo maintaining its leading position. In addition to the Chinese market, which made “the largest contribution to smartwatch shipments for children”, growth was also recorded in regions such as North America, the Asia-Pacific region and Europe.
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Counterpoint expects the market for smartwatches to experience a slight upturn, with growth of around three percent by the end of 2025. In the second half of the year, Galaxy Watch models from Samsung and Apple Watches, among others, are expected. A new generation of the Watch SE is also expected, which is rumored to appeal to children with bright colors and a more robust plastic case. Huawei had already presented new watches in May.
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