Apple strengthened its position in the global smartwatch market during the first quarter of 2026, with shipments rising 21% year over year and giving the company a leading 23% share of worldwide smartwatch shipments. The strong performance came as the overall smartwatch market grew 4% during the same period, showing renewed momentum after a slower phase in recent years.
According to Counterpoint Research, Apple recorded the fastest growth among the top smartwatch brands. The company benefited from strong demand for its latest Apple Watch lineup, particularly in North America, while China and Europe delivered the fastest growth rates for the brand. Apple also attracted new customers through meaningful health-focused upgrades and the launch of the more affordable Apple Watch SE 3.
Huawei remained the second-largest smartwatch brand globally, with shipments increasing 12% and its market share reaching 17%. Xiaomi also posted healthy growth of 9%, while Samsung experienced a difficult quarter as shipments fell 28%.
Q1 2026 Smartwatch Market Snapshot
| Brand | Shipment Growth YoY | Market Share |
|---|---|---|
| Apple | +21% | 23% |
| Huawei | +12% | 17% |
| Xiaomi | +9% | Stable |
| Imoo | +2% | Stable |
| Samsung | -28% | Down 2 percentage points |
The report also highlighted strong growth in China, where smartwatch shipments increased 15% year over year. Huawei played a major role in that growth thanks to its expanding ecosystem, health monitoring features, and support from government electronics subsidy programs that encouraged consumer upgrades.
Another important trend was the rise in smartwatch prices. Counterpoint Research reported that the average selling price of smartwatches increased 6% compared to a year earlier. Improved sensors, advanced health tracking features, AI-powered capabilities, and growing demand for premium models in markets such as India contributed to the increase.
Looking ahead, the smartwatch market is expected to maintain steady growth despite concerns about memory shortages and broader economic challenges. Counterpoint Research projects the global smartwatch market will grow at a compound annual growth rate of 3% through 2030, supported by continued innovation in health monitoring, AI features, satellite connectivity, and next-generation wireless technologies.
