Counterpoint Research: Global smartwatch shipments are expected to increase 7% year-on-year by the end of 2025

Zhitong Finance App learned that according to the “Global Smartwatch Shipment Forecast, 2025 Q3” published by Counterpoint Research, global smartwatch shipments are expected to increase 7% year-on-year by the end of 2025. It returned to a growth trajectory after the first decline in 2024. In 2025, there were significant changes in the global smartwatch market pattern, mainly reflected in the introduction of next-generation hardware and software features, increased consumer preference for high-end smartwatches, and the industry's growing interest in health-related features. This round of recovery was led by Huawei, and was strongly supported by Apple's (AAPL.US) lineup of new products.

Senior research analyst Anshika Jain said, “China has become the most critical growth engine in the global smartwatch market. Three of the top five global brands are from China. Government subsidy policies have promoted equipment upgrades, while Huawei, Xiaomi (01810) and Little Genius continue to increase user stickiness through their differentiated product layouts and ecological strategies. China's market share is expected to increase from 25% in 2024 to around 31% in 2025, due to the combined effects of rising residents' income and the widespread popularity of local brands.”

Source: Counterpoint Research, Global Smartwatch Shipment Forecast, Q3 2025

Further discussing Apple's performance, Jain added, “Apple's latest generation smartwatch product achieved a 12% year-on-year increase in shipments in the launch quarter, and is expected to increase 12% year-on-year in 2025. This rebound was mainly due to the launch of the highly anticipated cost-effective Watch SE 3 and the ultra-high-end Watch Ultra 3, which significantly broadened Apple's coverage in different price ranges. At the same time, the addition of new health features such as 5G support, satellite communication, and high blood pressure reminders helped Apple recover significantly after seven consecutive quarters of year-on-year decline.”

Looking ahead to the market outlook, Deputy Director David Naranjo stated, “The smartwatch industry was particularly prominent in 2025, where a wave of function-driven innovation fundamentally improved device performance. AI integration, 5G support, satellite communications, and microLED display technology became the most representative upgrade highlights. Today, even lower-cost models are starting to offer AI-driven user experiences and upgraded health sensors to re-attract users of basic smartwatches that were previously lost. This refocus on feature upgrades and user value is generating positive feedback and is expected to drive market growth in 2025.”