The global smart watch market continued to shrink in the first quarter of 2025. According to the latest data published by Counterpoint Research, smart watch shipments around the world decreased by 2 percent compared to the same period last year. This means a fifth quarter drop on top of each other. It is clear that the growth momentum, which has been effective in the market for a long time, slows down.
Despite this general decline, the Chinese market stands out. Smart watch shipments in China increased by 37 percent compared to the same period last year. This growth is particularly associated with increasing the impact of domestic brands in the market. Manufacturers such as Huawei and Xiaomi were decisive in this rise.
Rising domestic brands in China affect global balances in the smart watch market
On the other hand, Apple is experiencing a decrease, although it remains the market leader. In the first quarter of 2025, the company continued its 20 percent market share by reducing its global shipments by 9 percent. However, this ratio lags behind strong Apple performance in the past years. The fact that users turn to more affordable and feature -rich alternatives weakens Apple’s share.
Huawei, on the other hand, increased its shipments by 53 percent in the same period and became one of the brands that closely follow Apple. Xiaomi also showed a similar performance and increased its market share of 6 %last year to 10 percent. Both brands continue to grow with the price-performance products they offer, especially in the middle segment. This attack of Chinese -based manufacturers increases the effect of global ranking.
For Samsung, the table is different. While the share of the South Korean company in the market was 9 percent in the previous year, this rate fell to 7 percent in the first quarter of 2025. This decrease of approximately 23 percent reveals that the company should re -evaluate its competitiveness. Samsung’s premium segment jam is directing mid -level users to competitors.
There is a significant change in consumer habits. Users are now more expensive, multifunctional and technologically equipped. A 21 percent increase in the shipments of the watches in the range of $ 100 to $ 200, a 17 percent decrease in models under $ 100 was observed. This shows that the entry -level smart watches lose their charm.
Brands that establish the price-performance balance well come to the fore. The growth in the segments where Chinese manufacturers are strong determines the direction of the market. On the other hand, growth in saturated markets such as the US and Europe is limited. In these regions, users are mostly directed to renew devices.
Counterpoint Research predicts recovery, albeit limited to the rest of the year. According to the company’s expectation, when the 2025 ends, global smart watch sales may increase by 3 %. This prediction is largely based on the increase in demand in rising markets such as China and the acceleration of the middle segment. Nevertheless, the position of giants such as Apple and Samsung will directly affect the degree of this recovery.