Market research company Counterpoint Research has just announced statistics on the smartwatch market in 2025. Accordingly, shipments increased by 4% compared to 2024. Among them, Apple and Huawei are the main drivers driving the overall growth momentum.
China has emerged as the fastest growing market, supported by the strong success of domestic brands such as Huawei, Xiaomi and Imoo.
Statistics show that Apple leads the global smartwatch market share in 2025 with 23%, an increase of 8% compared to 2024. However, the gap between them and their closest competitor is narrowing. Huawei grew by 30% and accounted for 17% of the global market share. This is a major step forward for the Chinese company because in 2024, their market share was only 13%.
According to experts, Apple's growth is driven by the complete renewal of its product portfolio with the launch of Series 11, Ultra 3 and SE 3. With these products, Apple has provided products for many consumer segments, from more affordable Watch SE 3 to high-end Watch Ultra 3.
In addition, the product portfolio is also significantly upgraded in technology, including the introduction of 5G Redcap support throughout the product line, high blood pressure notifications and satellite connection on Watch Ultra 3.
Meanwhile, Huawei's strong growth is driven by the launch of many high-end products, which are well received in the Chinese market. It is likely that Huawei will still dominate the No. 1 position in China in 2026, but it will not be easy for them to take Apple's global No. 1 position, as they still face difficulties in some international markets, especially the US.
Samsung, from accounting for 9% market share in 2024, has decreased to only 7% in 2025, as shipments decreased quite sharply. The Korean company ranked 4th globally in terms of watch sales in the past year, behind Xiaomi - the unit accounting for 9% market share.
The smartwatch market continues its high-end trend in 2025, with average selling price (ASP) increasing by 5% compared to the previous year. Due to increasing awareness of health and fitness, consumers are shifting to the higher price segment and choosing more accurate and feature-rich devices.
Smartwatches priced under 200 USD witnessed a 9% decrease in shipments compared to the previous year, while the 200 to 400 USD segment recorded a significant increase of 48% compared to the previous year," said expert Anshika Jain of Counterpoint Research.
