According to the newly released Canalys (now known as Omdia), smart watches and bracelet shipments worldwide increased by 13 percent in the first quarter of 2025 compared to last year. This increase, which reached 46.6 million in total, is considered as a result of both the recovery demand and the low base effect of last year. The increase is not only limited to smart watches; Bracelets and watches with basic features also contributed to this growth. Especially in the affordable price segment, competition is concentrated.
Xiaomi was the most shipped manufacturer during this period. The company settled at the top of the list for the first time after the second quarter of 2021 with a reference of 8.7 million units. In this rise, the widespread use of the Redmi Band 5 and the increase in the number of products of the company with Hyperos operating system was effective. Xiaomi’s product range made a strong response, especially in developing countries. Thus, Xiaomi has reached a wide audience in terms of both price and product variety.
Apple, 7.6 million smart watches in this period declined to the second place. Although 5 percent increase compared to last year, this increase remained below the general growth rate of the market. With the introduction of Apple Watch into the tenth year, a more comprehensive product renewal in the later stages of the year is expected to renew. The fact that the company has been maintaining health -oriented features for a long time plays an important role in maintaining user loyalty. However, in this quarter, it is seen that it has difficulty increasing its market share.
Huawei ranked third with 7.1 million shipments. Growing by 36 percent, Huawei tends to open more quickly to markets outside China with the GT and Fit series. The global spread of Huawei Health, the company’s health application, shows that the relationship with the user is strengthened not only on the device but also through software. In this direction, in addition to hardware sales, the use of application is also important.
Affordable models in developing markets support growth
Samsung, 4.9 million units in the fourth place found. The annual growth rate of the company reached a high level of 74 percent. This increase was supported by a bilateral product policy in both the entry -level products and in the upper segment. Samsung continues to protect the Galaxy Watch series in developed countries while trying to increase its market share in developing countries on the one hand. This approach, which appeals to different user profiles, is seen in the short term.
Garmin ranked fifth with 1.8 million shipments. The company has grown by 10 percent compared to last year. Special products offered to the loyal user base and new services such as Garmin Connect+ show that products are positioned not only as a device but as part of a platform. These services are developed with the aim of increasing functionality for users with sports and health tracking. However, it is observed that it has a more limited share in general growth.
According to the report, it is not enough to sell devices for all manufacturers. Services that increase software, platform integration and user experience become increasingly decisive. Xiaomi’s strengthening the connection between Hyperos and different devices, or Huawei’s trying to build a habit of use around the health application is among the examples of this tendency. As well as hardware sales, when users spend with devices and the intensity of interaction comes to the fore.
It is stated in the report that some small manufacturers on a global scale are directed to service -based models. For example, companies such as Oura and Whoop aim to establish a continuous connection with users by providing subscription services as well as hardware. This approach opens a new space for companies that want to create fixed income. All of this shifts the direction of competition in the smart watch and bracelet market towards software experience rather than hardware quality.
According to Canalys’ research with users in Europe, consumers look at the basic features such as price, battery life and health monitoring when choosing devices. Since new technologies are difficult to evaluate, many users are turning to familiar and reliable solutions. This requires brands to focus on basic needs while offering new features. It is critical to establish this balance for producers who want to differentiate in the market.
In the coming periods, the integrity of the ecosystem and the continuity of the services will be more prominent in the smart watch and bracelets. The experiences beyond the hardware become the main elements that will affect user loyalty and brand loyalty. As much as the shipment figures, it is now considered how much integrated users are in their daily lives.