Global Smartwatch Shipments Market Share: Quarterly
3
August 26, 2026
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.
We also have a detailed smartwatch shipments model tracker available for subscribing clients:
This report from Counterpoint’s Global Smartwatch Service highlights the revenues, ASPs (Average Selling Price) and shipments by brand, price bands, and regions. Following up on the series of quarterly smartwatch shipments reports, this is our latest report highlighting the value share for 30+ brands.
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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.
