Apple and Huawei Emerge as Top-Selling Smartwatch Brands Globally in Q2 2025

According to a Counterpoint report, global smartwatch shipments in Q2 2025 grew 8% year-on-year (YoY).

"This marks a recovery in the global smartwatch market after five consecutive quarters of decline since Q1 2024," Counterpoint wrote in its report on Thursday (August 28, 2025).

In the second quarter of this year, Huawei led global smartwatch shipments with a 21% share, a 52% YoY surge. This achievement ousted Apple for the first time.

"Driven by a diverse product portfolio, strong performance in the domestic market, and competitive pricing in the mid-to-premium range," said Counterpoint Senior Research Analyst Anshika Jain.

Meanwhile, Apple's smartwatch shipments fell 3% (YoY) to 17% in Q2 2025. This decline marks seven consecutive quarters of weakening performance, resulting in Huawei overtaking its position.

However, Counterpoint believes Apple maintains its lead in the premium smartwatch segment thanks to its iOS ecosystem and high user loyalty.

Xiaomi followed with a 9% smartwatch shipment share, up 38%. Imoo followed with a 7% share, up 21% (YoY), and Samsung with 6%, down 3% (YoY).

Other smartwatch brands achieved a 40% share, shrinking by 8% (YoY).

Jain projects the global smartwatch market will recover this year with approximately 7% YoY growth.

"This increase will be supported by advancements in smartwatch features, including the integration of AI technology and next-generation health sensors offering higher accuracy," she said.