The market research firm Counterpoint Research (August 28) released a blog post reporting that in Q2 2025, global smartwatch shipments increased by 8%, marking a rebound after five consecutive quarters of decline.
The firm pointed out two main reasons driving the recovery of the global smartwatch market: first, the steady growth in consumer demand for smartwatches, and second, the boost from the Chinese market led by brands such as Huawei, Xiaomi, and Little Genius.
The firm noted that factors such as the increasing health awareness among consumers, the accelerated integration of artificial intelligence and the Internet of Things, and consumer preference for multifunctional ecosystem devices are collectively driving the robust growth of the Chinese smartwatch market.
Consumers are increasingly viewing smartwatches as a lifestyle hub that integrates fitness, communication, payment, and navigation functions, with seamless pairing with smartphones and an expanding app ecosystem enhancing practicality across demographics.
In terms of brand segmentation, the firm’s senior research analyst Anshika Jain commented as follows:
Huawei leads the global smartwatch market by a wide margin, with shipments increasing by 52%, ranking among the top brands globally.
With its diverse product portfolio, strong domestic momentum, and competitive pricing for mid-to-high-end products, Huawei has surpassed Apple for the first time to become the leader in global shipments.
More than three-quarters of Huawei’s shipments are concentrated in China, with most of its product range priced between $100 and $400 , allowing Huawei to continue offering a range of appealing smartwatches that resonate in the consumer space.
Additionally, Huawei has been gradually expanding its business in other regions such as Europe, the Middle East, Africa, and Asia-Pacific to broaden its global user base. Its expanding smartphone user base in China, combined with its comprehensive ecosystem strategy, has played a key role in driving this growth.
On the Apple side, Apple Watch global smartwatch shipments have declined for the seventh consecutive quarter, with the brand relinquishing its global leadership position. However, supported by the strength of the iOS ecosystem and continued user loyalty, it remains a leader in the advanced smartwatch sector.
Moreover, Xiaomi and Little Genius saw significant growth in shipments in Q2 2025. Xiaomi’s shipments increased by 38% driven by its value-oriented products and extensive geographical coverage; while Little Genius continues to dominate the children’s smartwatch sector with its specialized features and strong brand recognition among young people and parents, achieving a year-on-year growth of 21%.
Another major player in the global market, Samsung, saw a year-on-year decline in shipments of 3%.