Global Smartwatch Shipments Market Share: Quarterly
3
May 25, 2026
Global Smartwatch Shipments Market Share
Brands
Q4 2024
Q1 2025
Q2 2025
Q3 2025
Q4 2025
Q1 2026
Apple
28%
20%
17%
23%
32%
23%
Others
72%
80%
83%
77%
68%
77%
Market Highlights:
Global smartwatch shipments rose 4% YoY in Q1 2026. Apple led shipments with 23% market share, followed by Huawei at 17%.
Among the Top 5 brands, Apple recorded the highest shipment growth YoY at 21%.
Regionally, China saw the highest shipment growth at 15%, followed by North America at 14%. Apple led growth in both regions. China's shipments were also driven by the rise of local leaders like Huawei, Imoo and Xiaomi due to the Chinese government's electronic subsidy scheme.
In North America, HLOS smartwatch shipments grew 9% YoY in Q1 2026. Market leader Apple grew 20% YoY, while Garmin rose 16% YoY. Samsung's shipments fell 24% YoY.
We also have a detailed smartwatch shipments model tracker available for subscribing clients:
The global smartwatch market saw a 4% year-over-year (YoY) increase in Q1 2026. Owing to the continuous adoption of Apple’s refreshed portfolio, Apple’s smartwatch shipments grew by 21% YoY, which is highest among the top ten brands. Regionally, China’s witnessed the fastest shipment growth of 14% YoY, followed by North America and Europe, by 11% and 9%, respectively. Overall shipments declined in the rest of the regions.
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Author
Team Counterpoint
Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.
