Global smartwatch shipments market share

Brands Q1 2025 Q2 2025 Q3 2025 Q4 2025 Q1 2026 Q2 2026 Apple 20% 17% 23% 32% 23% 20% Others 80% 83% 77% 68% 77% 80%

Market highlights:

  • Global smartwatch shipments declined 4% YoY in Q2 2026. Apple slipped to the second spot, with 20% market share, surpassed by Huawei at 22%.
  • Among the top 5 brands, Apple recorded the fastest YoY growth at 14%.
  • Regionally, North America saw the highest shipment growth at 8%, followed by China at 7%, Apple led growth in North America. China shipments were driven by the rise of Chinese leaders including Huawei and Imoo as a result of Chinese government’s electronic subsidy scheme.
  • In North America, HLOS smartwatch shipments grew 4% YoY in Q2 2026. Market leader Apple grew 13% YoY, while Garmin rose 6% YoY; Samsung’s shipments fell 13% YoY.

Counterpoint Research