Huawei overtakes Apple as global smartwatch market shrinks 4%

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.

Counterpoint Research