From China’s surge to Apple’s revival, smartwatch shipments rebounded 4% in 2025, driven by premium upgrades, health features, and rising demand for cellular connectivity.
Worldwide smartwatch shipments rose 4% year-on-year in 2025, reversing the decline recorded in 2024, according to a report by Counterpoint Research. The recovery was driven by hardware and software upgrades, growing consumer demand for advanced health features, and a shift towards premium devices.
Among the regions, China emerged as the fastest-growing market, supported by strong performances from domestic brands Huawei, Xiaomi and Imoo. The report stated that Huawei recorded the highest growth among the top five global players, aided by government subsidies and consumer uptake of competitively priced models.
Apple also posted its first shipment growth since 2022, following a comprehensive refresh of its smartwatch portfolio. The launch of the Watch Series 11, Ultra 3, and SE 3 introduced features such as 5G RedCap support, hypertension notifications, and satellite connectivity.
“As a result, consumers who had been delaying their purchases in anticipation of a substantially improved smartwatch finally had compelling options available,” remarked Senior Research Analyst Anshika Jain at Counterpoint.
The market continued its premiumisation trend, with the average selling price rising 5% year-on-year. Devices priced below $200 saw a 9% decline in shipments, while the $200–$400 segment grew 48%. Even entry-level models recorded a 34% increase in average price as brands integrated AI and advanced sensors.
Cellular-enabled smartwatch shipments grew 6% year-on-year, supported by health monitoring and emergency SOS functions.
Apple and Xiaomi expanded their cellular portfolios, while Apple’s introduction of 5G support is expected to accelerate wider adoption. Satellite connectivity was also introduced by Google, Garmin and Apple, reflecting the industry’s move towards standalone devices.
“In 2025, connectivity is no longer limited to cellular technology alone. Google, Garmin, and Apple also introduced satellite connectivity, highlighting the industry’s focus on developing smartwatches that function as standalone devices,” concluded David Naranjo, Associate Director at Counterpoint.
