Huawei overtakes Apple in the smartwatch market
In the second quarter of 2025, Huawei overtook Apple for the first time in terms of smartwatch shipments worldwide. Apple has been in first place for years. In the longer term, Huawei has also performed well, with a 52% increase in shipments over the year.
The secret to its success lies in its home market - more than 75% of shipments came from China, although the EMEA and Asia-Pacific markets are also growing. A more flexible pricing policy and presence in the lower price range had a positive impact on sales.
Meanwhile, Apple decreased shipments by 3%, the seventh consecutive quarter of decline. Although the decline in sales is not dramatic, it is quite significant in absolute terms. Apple continues to hold the lead in the premium segment, thanks to its advanced health tracking features and loyal iOS user base.
Xiaomi also performed well, showing a 38% increase, which, however, is concentrated mainly in the budget segment.
imoo, which produces mainly watches for children, also grew significantly by 21%.
Sales of Samsung smartwatches declined by 3%. The Galaxy Watch 7 and the bet on WearOS did not meet expectations.
Changes in the balance of power are largely due to the activity of competitors. While Apple and Samsung have a few models that are not often updated, Chinese manufacturers have flooded stores with new products, offering a wider range and making headlines more often. Trying to make digital watches a status item hasn't helped much either, with sales clearly showing that the mass buyer treats watches as a more utilitarian item.
Source: counterpointresearch.com
