Powered by Huawei momentum and Apple’s rebound, the worldwide smartwatch market might return to 7% growth in 2025 as China leads and AI, satellite, 5G features revive demand.
Global smartwatch shipments are expected to return to growth in 2025, rising 7% year on year, after the sector endured a sharp downturn in 2024. According to a forecast by Counterpoint Research, the recovery is being driven primarily by Huawei, with Apple also regaining momentum as demand for its latest devices rises.
Apple signalled a turnaround in performance in Q3 2025, when its shipments increased 12% year on year, ending seven consecutive quarters of decline. New product launches helped the company expand its reach across price segments, boosting consumer interest and stabilising demand.
China has emerged as the most influential market in the global smartwatch landscape. It accounted for the largest shipment share in 2024 and 2025, supported by strong uptake of Huawei, Xiaomi and Imoo devices.
Huawei’s market share grew 42% YoY, while Xiaomi’s rose 22%. Imoo saw a surge of 17% in shipments, while Samsung’s fell by 6%.
Rising incomes, government-backed upgrade incentives and sustained brand engagement strategies lifted China’s share from 25% in 2024 to about 31% in 2025, making it the single biggest growth engine for the industry.
Manufacturers worldwide are increasingly focusing on health-centred features and premium functionality to stimulate replacement demand. Brands are integrating AI-based wellness analysis, personalised fitness coaching and advanced health monitoring into their new offerings.
The year has also seen the introduction of satellite connectivity, 5G RedCap support and MicroLED displays for the first time in mainstream smartwatch portfolios, signalling a shift towards higher-technology devices.
Apple’s renewed growth has been supported by the Watch SE 3 at the affordable end and the Watch Ultra 3 in the premium tier. Combined with features such as 5G capability, satellite communication options and enhancements like hypertension alerts, these devices have widened Apple’s appeal and strengthened its competitive position.
Analysts expect continuous innovation, improved user value and AI-led capabilities to underpin demand through 2025, helping the global smartwatch market stabilise and move back onto a growth trajectory.
