Apple and Huawei dominate global smartwatch market in 2025
The global smartwatch market grew by 4% in 2025 according to the latest figures from Counterpoint Research. After five consecutive quarters of decline, Apple and Huawei in particular drove a 4% recovery in total sales. Apple remains the market leader, but Huawei’s market share rose significantly last year, from 13-17%.
For Apple, 2025 was a crucial year. It was the first time since 2022 that the tech giant from recorded growth in its wearables division. The turnaround came from a three-pronged strategy, with three new smartwatches launched simultaneously: the Watch Series 11, the Ultra 3 (pictured) and a revamped SE 3.
By targeting different price segments, Apple reached both budget-conscious consumers and demanding athletes. The addition of features such as satellite connectivity and advanced hypertension alerts convinced many users to finally replace their old devices. In total, almost one in four smartwatches sold worldwide was an Apple Watch.
Although Apple remained the biggest player, Huawei was the moral victor of 2025. With a 30% increase in the number of units shipped, the company left all its competitors behind. Huawei made the most of a strong home market in China, where the government stimulated electronics sales with subsidies.
Moreover, Huawei succeeded in offering features that were previously found only in the premium segment – such as a battery life of 21 days and advanced blood pressure sensors – at competitive prices. In the second quarter of 2025, Huawei even briefly overtook Apple as the largest smartwatch supplier worldwide, a development that has sharply reset the balance of power in the sector.
The top end of the market is growing strongly, but the lower segment is suffering heavy losses. Sales of smartwatches under $200 fell by 9% last year. Consumers appeared less willing to invest in basic models – increasingly opting for more expensive devices that provide more accurate health data.
This creates a long-term risk for the market. A rising entry-level price threatens to turn the smartwatch into an exclusive luxury product. The average selling price climbed by 5% last year. Brands that do not have Apple’s technological edge or Huawei’s scale, such as Samsung – whose sales fell by 12% – risk being left behind.
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