Counterpoint data shows the global smartwatch market is now shrinking

The global smartwatch market experienced its fifth consecutive quarterly decline in Q1 2025, registering a 2% year-on-year decrease, according to analysts at Counterpoint. Conversely, China’s smartwatch shipments surged by 37% year-on-year during the same period.

The overall market contraction is attributed to two primary factors: a deceleration in Apple smartwatch sales and a sustained slowdown in India’s previously expanding smartwatch market. Despite a 9% decline in shipments, Apple maintained its leading position, holding a 20% global market share.

Huawei recorded a 53% growth in shipments, securing the second position. Xiaomi also experienced a 53% growth, increasing its market share from 6% to 10% year-on-year. Samsung’s market share decreased by nearly 23% year-over-year, falling from 9% to 7% of the global total.

Apple Watch can now ring in silent mode

Consumer purchasing patterns indicate a shift towards higher-priced, more feature-rich devices. The $100-$200 smartwatch segment reported a 21% growth in shipments. In contrast, the sub-$100 category witnessed a 17% decline in shipments. Counterpoint projects a modest recovery for the smartwatch market by the end of 2025, forecasting approximately 3% growth.

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