Global smartwatch shipments are forecast to climb 7% YoY by the end of 2025, swinging to growth after declining for the first time in 2024, according to Counterpoint Research’s Global Smartwatch Shipments Forecast, Q3 2025. In 2025, the global smartwatch landscape shifted notably, highlighted by the introduction of new hardware and software features, growing consumer preference for mid-tier and premium smartwatches and an increased industry focus on health-related functionalities. The recovery was led by Huawei and supported by Apple’s new lineup.

Commenting on the market performance, Senior Research Analyst Anshika Jain said, “China has emerged as the global smartwatch market’s key growth driver, with three of the top five brands originating from the country. The government subsidy program encouraged upgrades, while Huawei, Xiaomi, and Imoo each drove momentum due to their distinct strategies to sustain consumer engagement. Combined with rising incomes and strong local adoption, these factors lifted China’s share from 25% in 2024 to an estimated 31% in 2025."

Further emphasising on Apple’s performance, Jain added, “Apple’s latest smartwatch lineup drove shipment increase in its launch quarter, with annual shipments projected to rise 12% in 2025. This rebound was largely due to the highly anticipated introduction of the more affordable Watch SE 3 and the ultra-premium Watch Ultra 3 models, which have broadened Apple’s appeal to consumers across various price tiers. The combination of these launches and the addition of new capabilities such as 5G support, satellite connectivity, and health features like hypertension notifications, has enabled Apple to make a comeback after seven consecutive quarters of YoY shipment decline.”

Commenting on the market outlook, Associate Director David Naranjo said, “In 2025, the smartwatch industry stood out, as it saw a wave of feature-led innovation that fundamentally elevated device capabilities. AI integration, 5G support, satellite connectivity, and the adoption of MicroLED displays have been among the most notable additions. Even lower-priced models are now offering AI-driven experiences and improved health sensors to re-engage users who had previously moved away from basic smartwatches. This renewed focus on feature upgrades and user value is gaining traction and is expected to support market growth in 2025.”

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Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world’s major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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