Apple held a dominant position in the Top 10 in Q2 2025, securing four of the Top 5 spots. Samsung also maintained a strong presence with three spots in the Top 10, consistent with the previous year. The combined market share of the Top 10 series increased by nearly two percentage points YoY, showing growing consumer preference for leading brands. This consolidation at the top reflects a maturing market where brand trust, ecosystem integration and premium features increasingly drive purchase decisions.

North America’s Top 10 Best-Selling Smartwatch Series, Q2 2025

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North America represents Apple’s largest smartwatch market, accounting for over half of the brand’s shipments in Q2 2025. Apple’s market dominance is largely driven by loyal iOS users who prefer using Apple Watches alongside their iPhones. Retailers such as Best Buy and Amazon further stimulated sales during the quarter with price discounts and trade-in offers across the Apple Watch lineup.

Four of the Top 10 best-selling model series were from Apple.

• The Apple Watch Series 10, Apple’s flagship from the previous year, remained the preferred upgrade choice for Apple enthusiasts. The combined shipments of the 46 mm model (GPS+Cellular) slightly exceeded those of the 42 mm variant, although the 42 mm model generally holds broader consumer appeal. The Apple Watch SE 2022 serves as Apple’s more affordable entry-level smartwatch. Its appeal was enhanced during the quarter by additional price reductions, securing its position among the bestsellers.
• The Apple Watch Ultra 2, positioned as a premium, sporty and rugged smartwatch, has consistently ranked among the Top 5 models in the North American market since its release. Its popularity among outdoor enthusiasts and performance-focused users reflects the growing demand for high-end smartwatches that combine sport utility with luxury design.

Samsung ranked as the third best-selling smartwatch brand in North America in Q2, trailing Apple and Garmin. Within the Top 10 series, Samsung held the second-highest market share.

• Samsung’s Galaxy Watch 7 and Galaxy Watch Ultra benefited from aggressive promotions, including discounts exceeding $100 at major retailers like Best Buy and Amazon. Trade-in credits, smartphone bundle discounts and carrier deals from Verizon, AT&T and T-Mobile also contributed to the shipments.
• The Galaxy Watch FE, a budget-friendly model series, maintained its place in the Top 10 through further price reductions on an already affordable watch. This multi-tiered approach allowed Samsung to appeal to both premium and value-conscious buyers, reinforcing its presence across the North American market.

Google’s Pixel Watch 3 accounted for 1.4% of the smartwatch market in Q2 2025. Google releases one Pixel Watch model annually, mainly attracting Pixel smartphone users. In Q2 2025, the Pixel Watch 3 was discounted by $60 during Amazon’s Spring sale event, which boosted its QoQ ranking compared to Q1 2025.

Garmin stood as the second highest-selling smartwatch brand in North America. Its success is credited to a loyal base of sports and adventure enthusiasts and broad compatibility with both iOS and Android devices. Sales were strengthened by promotions such as Amazon’s Memorial Day Sale, where the Fenix 8 was available for $799, a $200 discount on the flagship smartwatch.

Amazfit made its first entry into the Top 10 best-selling smartwatch series list with the Amazfit Active 2 in Q2 2025. Recognized for being priced under $100 (premium model at $129), its affordability, along with features like a 1.32” AMOLED display with 2,000 nits brightness, GPS navigation, and BioTracker heart and sleep monitoring, made it an appealing purchase for consumers.

North America’s smartwatch market has recently seen a decline in shipments, largely due to extended replacement cycles and a lack of significant product innovation, causing consumers to delay upgrades. However, momentum is expected to shift with the launch of the Apple Watch Series 11, Watch SE 3 and Watch Ultra 3. These releases position Apple to not only sustain but potentially expand its market leadership in the coming quarters. Despite a challenging year marked by legal disputes and delays in launching the SE and Ultra models, Apple’s dominance remains intact. Samsung trails closely with its newly released Galaxy Watch 8 and 8 Classic, both of which have garnered positive consumer reviews. Samsung launched its Galaxy Watch Ultra in the second half of 2024 and saw a promising start, but its shipments were also affected by softening demand and cautious upgrade behaviour.

The introduction of the Amazfit Active 2 indicates that consumers are willing to explore alternatives that deliver core functionalities like AMOLED displays, GPS and health tracking at a fraction of the cost. It also signals that newer players with agile pricing, fast feature adoption and strong retail visibility can compete even in mature markets like North America.