The global smartwatch market keeps growing steadily. Shipments are up modestly, and people are willing to pay a bit more for newer models packed with better health tracking, AI features, and connectivity options.
According to Counterpoint Research, global smartwatch shipments grew 4% year-on-year in the first quarter of 2026. At the same time, the average selling price jumped 6%, thanks to more advanced sensors, AI capabilities, 5G RedCap, satellite connectivity, and a general shift toward premium devices.
Apple continues to lead the pack worldwide with a 23% market share. The company also saw the fastest growth among the top brands, with shipments rising 21% compared to last year. Analyst Anshika Jain pointed out that the Apple Watch SE 3 has been a big hit, pulling in new users with its more affordable price and upgraded health features like better sleep tracking, mood monitoring, and arrhythmia detection.
China is turning into one of the strongest growth markets, with smartwatch shipments jumping 15% year-on-year. Huawei dominates there with roughly 40% market share, followed by Imoo and Xiaomi. Huawei’s success comes from offering watches across many price ranges, tight integration with its HarmonyOS ecosystem, and a strong focus on health features like sleep tracking, emotional wellbeing, and arrhythmia detection. Government subsidies on electronics have also helped boost upgrades and wider adoption.
Thanks to its strong performance in China, Huawei holds a solid 17% global market share, putting it in second place overall.
As AI and smarter sensors become standard, smartwatches are clearly moving toward more intelligent, health-focused devices. The market still has good momentum, especially in key regions, but companies will have to navigate supply issues and pricing challenges as competition heats up.
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(Source: Counterpoint)
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