In 2025, the smartwatch landscape is more competitive than ever. Once dominated by Apple, the market now sees significant strides from brands like Huawei, Samsung, and emerging players such as Xiaomi and OnePlus. This shift is driven by advancements in health tracking, battery life, and affordability, catering to a diverse range of consumer needs.
Apple: Still Leading, But Facing Challenges
Apple continues to hold the top spot in the global smartwatch market, boasting a 28% share in Q4 2024. The Apple Watch Series 10 introduced notable features, including a thinner design, larger display, and enhanced health tracking capabilities like sleep apnea detection . Despite these innovations, Apple experienced an 18% year-over-year decline in shipments, attributed to market saturation and increased competition. Additionally new tariffs and other disruptions to the supply chain will likely see apple continue to lose grounds to competitors in the smartwatch wars, although that is not for certain, after all there is a reason apple wears the crown, and it won’t be that easy to dethrone them.
| Brand | Market Share (Q4 2024) | Year-over-Year Growth | Key Strengths | Challenges |
|---|---|---|---|---|
| Apple | 28% | ▼ 18% | Thinner design, larger display, sleep apnea detection, strong brand loyalty | Market saturation, growing competition, tariffs & supply chain issues |
| Huawei | 14% | ▲ 35% | Advanced health tracking (GT5 series), strong in Asia-Pacific, aggressive R&D | Limited presence in Western markets, political constraints |
| Samsung | Not specified | ▲ 3% | Galaxy Watch 7 & Ultra, strong tech integration, reliable innovation | Slower growth than competitors |
| Xiaomi | 8% (up from 3%) | ▲ 135% | Affordable pricing, strong feature set for budget segment | Lower brand prestige, limited premium appeal |
| OnePlus | Not specified | Not specified | Long battery life, durable build, competitive pricing | Competing in a crowded mid-to-budget space, lower brand recognition |
Huawei: Rapid Growth and Technological Advancements
Huawei has emerged as a formidable competitor, capturing 14% of the global market by Q4 2024. The success of its GT5 series, featuring advanced health-tracking technologies, has resonated with consumers, particularly in the Asia-Pacific region . Huawei’s focus on innovation and expanding its product lineup has contributed to a 35% year-over-year growth in shipments.
Samsung: Steady Growth with Diverse Offerings
Samsung maintains a strong presence in the smartwatch market, achieving a 3% year-over-year growth in 2024. The Galaxy Watch 7 and Galaxy Watch Ultra have been well-received, offering features like advanced health tracking and extended battery life . Samsung’s commitment to integrating cutting-edge technology has solidified its position as a key player in the industry.
Xiaomi and OnePlus: Disrupting the Market
Xiaomi has made significant strides, with a remarkable 135% year-over-year growth, increasing its market share from 3% to 8% in 2024 . Its affordable and feature-rich smartwatches appeal to budget-conscious consumers. OnePlus, with its Watch 3, offers impressive battery life and a robust design, positioning itself as a cost-effective alternative to premium brands. These brands are poised to capture more of the budget smartwatch market as prices rise for consumers worldwide.
The Verdict: A Fragmented Yet Dynamic Market
While Apple remains the market leader, its dominance is being challenged by rapidly growing competitors. Huawei’s technological advancements and market expansion, Samsung’s consistent innovation, and the disruptive approaches of Xiaomi and OnePlus contribute to a dynamic and fragmented smartwatch landscape. Consumers now have a plethora of options catering to various preferences and budgets, making 2025 an exciting year for wearable technology, one that might continue to change as major world events and supply chain disruptions