Global smartwatch market decline persisted in Q1 2025, marking the fifth straight quarter of contraction. Counterpoint Research recorded a 2% year-on-year dip in global smartwatch shipments.
While most regions saw reduced demand, China bucked the trend with a 37% year-on-year increase. Meanwhile, India’s once-surging market cooled significantly, and Apple experienced a 9% decline in shipments.
The global smartwatch market decline in Q1 2025 reflects shifting consumer behavior and weakening demand in key regions. According to Counterpoint, this marks the fifth consecutive quarter of reduced smartwatch shipments worldwide, with a 2% year-on-year decrease.
Two major factors contributed to the contraction. First, Apple’s smartwatch sales fell sharply, registering a 9% decline. Despite this, Apple still led globally with a 20% market share. Second, India’s market slowed down significantly, ending a years-long growth streak that had once boosted global numbers.
Interestingly, China defied the global trend. The country recorded a 37% year-on-year growth in smartwatch shipments, likely fueled by domestic brands and rising demand for advanced wearable tech.
Huawei and Xiaomi were standout performers, each recording an impressive 53% growth. Xiaomi’s market share rose from 6% to 10%, while Huawei maintained strong momentum. On the other hand, Samsung’s shipments dropped sharply. The company lost 23% of its market share, falling from 9% to 7%.
Consumer preferences are also changing. The midrange segment ($100–$200) saw 21% growth, as more buyers opted for feature-rich devices. In contrast, entry-level models under $100 saw a 17% decline, reflecting a shift toward quality over price.
Looking ahead, Counterpoint forecasts a modest recovery. The market could see about 3% growth by the end of 2025, driven by Chinese demand and upgrades in global product offerings.
