Smartwatch market: Apple and Samsung let springs-Huawei and Xiaomi add

The global smartwatch deliveries decreased by two percent in the first quarter of 2025 compared to the previous year, reports Counterpoint Research. The market researchers see the causes of this trend on the one hand in a decline in the once emerging Indian smartwatch market and on the other hand in shrinking Apple watch sales. Meanwhile, a strong growth of 37 percent can be observed in the Chinese market compared to the previous year.

Apple Watch loses six quarters in a row

In the first quarter of 2025, Apple had to have a loss of nine percent compared to the previous year. It is the sixth quarter in a row, in which the group has a decline in its business with smart watches, the market researchers write. Nevertheless, Apple maintains market leadership with a 20 percent share (previous year: 21 percent).

The fact that the manufacturer sells fewer smartwatches could be related, among other things, that the latest Series 10 model supplied only a few innovations apart from slightly larger screens. In addition, Apple only missed a new color to its top model, the Watch Ultra 2. In addition, Watch SE, the cheapest model of the Apple watch family, was recently updated in September 2022.

The manufacturer’s ranking with most deliveries Huawei and Xiaomi with the growth of 53 percent follow. Huawei, as a second place, according to the data from the market researchers, has a market share of 16 percent (previous year: ten percent) and Xiaomi increased from six to ten percent.

Meanwhile, Samsung took fourth place with a seven percent share (previous year nine percent), who lost 18 percent compared to the previous year.

Consumers use more expensive models

Counterpoint Research Analyst Balbir Singh also sees a “remarkable shift in consumer preferences” on the global smartwatch market. Because consumers “are gradually moving up on the price range, looking for better functions and long -term value”. Market researchers were able to observe growth of 21 percent in the price range between $ 100 and $ 200. This indicates “an increasing demand for devices with better health and fitness functions”. At the same time, the entry segment of products under $ 100 recorded a decrease of 17 percent.

In the smartwatch segment for children, too, “a significant growth” can be determined worldwide, with the manufacturer inoo being able to keep its management position. In addition to the Chinese market, which made “the biggest contribution to the smartwatch deliveries for children”, there was also growth in regions such as North America, the Asian-Pacific region and Europe.

Counterpoint assumes that the market for smartwatches will experience a slight upswing by the end of 2025 with growth of about three percent. In the second half of the year, Samsung’s Galaxy Watch models and Apple watches are expected. A new generation of Watch SE is also expected, which is rumored to address children through bright colors and a more robust plastic housing. Huawei had already presented new watches in May.