From fitness enthusiasts to tech-savvy buyers, wearable bands are selling quickly worldwide. Q2 2025 saw 50.2 million shipments, signalling booming demand and fierce competition.
The global wearable band market shipped 50.2 million devices in Q2 2025, marking a 13% increase compared to the same quarter last year. According to a report by Omdia, strong consumer demand for both entry-level devices and more advanced trackers is driving this growth.
The report forecasts an 8% increase for the full year 2025, followed by a 9% rise in 2026.
Health, fitness, and sports remain the primary drivers of the market. Wearable bands have become essential for tracking wellness, connecting to fitness apps, and monitoring personal health.
Among the vendors, Xiaomi led the market with 9.5 million units, a 61% year-on-year growth, increasing its share to 18.9%. Huawei followed closely with 8.8 million units, up 47%, capturing 17.4% of the market. Samsung also saw strong growth, shipping 4.3 million units, a 52% rise, while Apple experienced a slight decline, shipping 7.6 million units, down 1% YoY, reducing its market share to 15.2%.
Noise and the ‘Others’ category both declined, reflecting increased competition and market consolidation. Overall, the total global shipments reached 50.2 million, a 13% increase from Q2 2024, reinforcing the expanding demand for wearable bands worldwide.
The report predicts that smartwatches will lead the growth, while basic devices continue to attract first-time buyers.
Meanwhile, cellular-enabled wearables are gaining popularity among safety-conscious users and children, especially in selected markets. Devices with 5G connectivity, including the latest Apple Watch models, are attracting users seeking real-time data and standalone functionality.
The introduction of Apple’s iPhone Air, moving toward eSIM-only support, simplifies digital purchases and subscription services, reinforcing adoption.
In 2024, the global wearable band market was valued at US$36.6 billion. It is expected to surpass US$40 billion by the end of 2025. “Still, amid fierce competition and unpredictable upgrade cycles, vendors are expanding their offerings to support revenue and profit growth,” noted Cynthia Chen, Omdia Research Manager.
Smartwatches account for 69% of the market value in H2 2025, despite representing only 32% of shipments. Looking ahead, encouraging users to upgrade and tapping into subscription-based services will be critical for revenue growth, she said.
