For the first time, Huawei has overtaken Apple in global smartwatch shipments, a significant turning point in the wearables industry.
According to Counterpoint Research, the global smartwatch market rebounded in the second quarter of 2025 with an 8% year-on-year (YoY) increase after five consecutive quarters of decline.
Huawei’s performance stood out with shipments rising by 52% compared to the same period last year. The company’s growth was driven primarily by strong demand in China, which accounted for more than three-quarters of its total shipments.
Its success is credited to a broad product portfolio ranging from affordable models priced at about $100 to premium devices above $400, combined with deep integration across Huawei’s wider ecosystem.
Beyond China, the brand also recorded notable momentum in Europe, the Middle East, and Asia-Pacific, strengthening its global presence. Analysts point to this mix of range, affordability, and ecosystem advantage as the foundation of Huawei’s surge.
Apple, by contrast, saw its smartwatch shipments decline by 3%, extending its losing streak to a seventh consecutive quarter.
Despite its dominance in the premium category and the loyalty of its iOS user base, Apple has been unable to sustain growth in the face of rising competition.
READ: Apple Wants To Add Touch ID To Its Upcoming Smartwatches
While its health tracking features and strong brand remain attractive, the narrowing gap in innovation between Apple and Chinese competitors is making it harder to maintain its lead through reputation alone.
Other brands also made their mark in the quarter. Xiaomi recorded a 38% increase in shipments, strengthening its grip on the affordable smartwatch segment where value-driven consumers are most active.
moo, a brand focused on children’s smartwatches, grew 21% and maintained its leadership in that niche market. Samsung, however, experienced a 3% drop as the Galaxy Watch 7 failed to generate the expected level of demand.
Global smartwatch shipments are projected to rise by around 3% this year, with growth led largely by consumer demand in China. Shoppers in the region are increasingly attracted to multi-functional devices that combine health and fitness tracking, navigation, and digital payment tools.
