Market research firm Counterpoint Research recently released a report showing that global smartwatch shipments grew 8% year-on-year in the second quarter of 2025, ending a five-quarter decline.
This recovery is primarily driven by two factors: a steady recovery in global consumer demand and strong performance from Chinese brands such as Huawei, Xiaomi, and Xiaotiancai. Analysts point to rising health awareness, the integration of AI and IoT technologies, and the proliferation of multifunctional devices as driving the booming Chinese market. Smartwatches are evolving from simple fitness devices into integrated "lifestyle hubs" that integrate communication, payment, and navigation, and their synergy with smartphones is further expanding their user base.
In terms of the brand landscape, Huawei led the way with a 52% year-on-year growth rate, surpassing Apple for the first time to become the global shipment leader. Its success stems from its diversified product portfolio, domestic market advantages, and competitive strength in the $100-400 price segment. Over 75% of its shipments are concentrated in China, while it is also gradually expanding into Europe, the Middle East, and Asia-Pacific. Apple, on the other hand, experienced its seventh consecutive quarter of decline. Although it lost its top spot, it still dominates the high-end market thanks to its iOS ecosystem and user loyalty.
Among Chinese brands, Xiaomi followed closely behind with a 38% growth rate, focusing on cost-effective products. Xiaotiancai achieved 21% growth, leveraging its specialized features in the children's watch market. In contrast, Samsung's shipments declined by 3% year-on-year, facing intensifying competitive pressure.
