Huawei Surpasses Apple in 2Q25 Smartwatch Shipments

Huawei surpassed Apple in terms of smartwatch shipments in the second quarter of 2025, according to Counterpoint Research. The Chinese player claimed the global top spot, with the Chinese market playing a major role in powering an 8% rise in global smartwatch shipments during the quarter.

This marked a recovery in the global smartwatch market after five consecutive quarters of decline since 1Q24. The global resurgence was driven by a steady rise in consumer demand for smartwatches, particularly in the Chinese market, led by brands such as Huawei, Xiaomi, and Imoo. China’s smartwatch market has been experiencing significant growth driven by increasing health consciousness, integration of AI and IoT, and consumer preference for multifunctional, ecosystem devices.

Consumers are increasingly viewing smartwatches as lifestyle hubs, integrating fitness, communication, payments, and navigation capabilities. The seamless pairing with smartphones and expanding app ecosystem is enhancing the utility across demographics. As consumers seek convenience, connectivity, and health insights in real time, smartwatches are becoming central to everyday digital engagement.

“Huawei surged ahead in the global smartwatch market with a remarkable 52% increase in shipments, the highest among the world’s top 10 brands. Driven by its diverse product portfolio, robust domestic momentum, and competitive pricing across mid-to-premium tiers, Huawei overtook Apple to claim the top spot in global shipment leadership for the first time. With over three-fourths of its shipments concentrated in China, Huawei has been slowly expanding its presence in other regions like Europe, the Middle East, and the Asia Pacific. Its expanding smartphone user base in China, coupled with its integrated ecosystem strategy, played a pivotal role in driving this growth,” said Anshika Jain, Senior Research Analyst at Counterpoint Research.

Meanwhile, Apple’s global smartwatch shipments declined for the seventh straight quarter, with the brand ceding the global top spot. However, it continued to lead the advanced smartwatch segment, bolstered by the strength of its iOS ecosystem and sustained user loyalty.

Among the top five players, Xiaomi and Imoo’s shipments grew substantially during the quarter, each capitalizing on distinct market segments. Xiaomi led the basic smartwatch segment, driven by its value-oriented offerings and broad geographic reach. Meanwhile, Imoo continued to dominate the kids’ smartwatch space. Samsung saw a 3% decline in shipments. The recent downturns for both Apple and Samsung were further driven by consumers holding off purchases in anticipation of new-generation devices expected to launch in 3Q25.

“Apple and Samsung’s declines show that brand loyalty alone is no longer enough – consumers now expect tangible new value, such as FDA-cleared health insights, AI-driven personalization, and extended battery life. The second half of 2025 will be decisive. If Apple’s next-generation Watch and Samsung’s Galaxy Watch lineup deliver clear step-ups in capability, both could reestablish momentum. But in the meantime, Chinese brands are setting the pace in scale, affordability, and integration, positioning themselves as global challengers. The market is entering an innovation cycle, where health and AI will determine long-term differentiation," said David Naranjo, Associate Director at Counterpoint Research.