Global Smartwatch Market Shipments Down 2% YoY in Q1 2025; China Maintains Upward Momentum

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Jul 3, 2025
  • International smartwatch shipments saw a 2% YoY decline in Q1 2025, largely impacted by market deceleration in India and shrinking Apple volumes.
  • China’s strong performance, driven by Huawei, Imoo and Xiaomi, along with steady growth in the kids’ smartwatch category, helped cushion the overall decline.
  • The market is projected to rebound in 2025 with 3% growth, supported by the expanding adoption of advanced smartwatches and new product launches.


Seoul, Beijing, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – July 3, 2025

Global smartwatch shipments declined by 2% YoY in the first quarter of 2025, marking their fifth consecutive quarter of YoY decline, according to Counterpoint Research’s Global Smartwatch Shipments Tracker, Q1 2025. The persistent deceleration of India’s once-surging smartwatch market, combined with shrinking Apple smartwatch volumes, was the primary driver behind the global market’s decline. In contrast, China emerged as a strong performer, registering a remarkable 37% YoY growth in shipments. This pushed China’s global market share to its highest level since Q4 2020, signaling renewed momentum fueled by the robust performance of leading domestic brands, which capitalized on both local demand and cost-competitive product strategies.

Global Smartwatch Shipments by OEM Share, Q1 2025 vs Q1 2024

Column graph of global smartwatch shipments by OEM share, Q1 2025 vs Q1 2024. Counterpoint Research.

Source: Global Smartwatch Shipments Tracker by Model, Q1 2025


Despite witnessing a YoY decline for the sixth consecutive quarter, Apple retained its top position in the global market, driven by its growing iOS user base. Trailing Apple, both Huawei and Xiaomi posted impressive growth in shipments. Their resurgence was driven by a strong domestic performance, broader portfolio appeal, and competitive pricing strategies targeting the mid-to-premium segments. Samsung, in contrast, saw a decline in its previous-generation models across all major markets, resulting in an 18% YoY decline in its shipments for the quarter.

Commenting on regional performance, Senior Research Analyst Anshika Jain said, “China witnessed a 37% YoY shipment growth in Q1 2025, driven by strong performances from Huawei, Imoo and Xiaomi. These leading Chinese brands not only strengthened their foothold in the domestic market but also gained traction internationally, intensifying competition for established global players. Among Chinese consumers, brand loyalty is reinforced by patriotic sentiment, government support, as well as the appeal of homegrown brands offering cutting-edge technologies and a diverse product range covering all price tiers.”

Global Smartwatch Shipments by Region Share, Q1 2025 vs Q1 2024

Counterpoint Research Global Smartwatch Shipments by Region Share, Q1 2025 vs Q1 2024

Source: Counterpoint Research Global Smartwatch Shipments Tracker by Model, Q1 2025
Note: Percentages may not total 100% due to rounding
LATAM: Latin America; MEA: Middle East & Africa; AP ex CH, IN: Asia Pacific excluding China & India; NAM: North America


Commenting on market price bands, Research Analyst Balbir Singh said, “The global smartwatch market is experiencing a notable shift in consumer preferences. Consumers are gradually moving up the price ladder in pursuit of better features and long-term value. The $100-$200 price band saw a solid 21% growth in shipments, signaling rising demand for devices with better health and fitness capabilities. In contrast, the entry-level segment (below $100) saw a 17% decline, suggesting that consumers are increasingly willing to pay more for accuracy, reliability, and ecosystem compatibility.”

“The kids’ smartwatch segment continued to witness significant growth globally, with Imoo maintaining its leadership position driven by affordable, feature-rich offerings. China remained the largest contributor to kids’ smartwatch shipments, while other key regions, including North America, Asia Pacific and Europe, also experienced notable growth. The rise underscores growing parental concerns over child location tracking and postponing early smartphone use,” Singh added.

Commenting on the global smartwatch market outlook, Jain said, “The market is projected to recover at a modest pace in 2025, with growth projected to be in the region of 3%. This rebound will be shaped by evolving product capabilities, as manufacturers increasingly integrate AI features and next-generation health sensors into their devices. In parallel, progress toward regulatory approvals is paving the way for select smartwatches to function as certified medical-grade tools, expanding their use cases beyond lifestyle and fitness tracking. We are also observing a behavioral shift among consumers, who are increasingly prioritizing functionality, long-term value, and ecosystem integration over novelty alone. This trend is nudging the market toward more premium models, as users seek dependable devices that align with broader lifestyle, productivity and wellness goals.”

About Counterpoint Research

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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Published

Jul 3, 2025

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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.