Outpacing Apple and redefining the global wearables market, Huawei smartwatches are gaining ground among health-conscious consumers in Japan.
Huawei smartwatches are seeing strong sales growth in Japan, particularly among middle-aged and elderly consumers. According to a report by DIGITIMES Asia, retailers have reported a sharp rise in customers aged 40 to 70 since April 2025, when Japanese actor Takuya Kimura became Huawei’s brand ambassador. Many buyers are reportedly first-time smartwatch users, drawn by the health tracking features and ease of use.
Electronics stores in Tokyo say health-focused features, including blood pressure monitoring and long battery life, have made Huawei smartwatches a favourite among older shoppers. Ahead of Japan’s Respect for the Aged Day last month, models with blood pressure functions were among the most popular gift items.
Huawei’s global smartwatch shipments grew 8% year-on-year in the second quarter of 2025 to 3.4 million units, according to data from Counterpoint Research. The company captured a 21% global market share, taking the top spot for the first time. On the other hand, Apple’s shipments fell to 5.8 million units and its share slipped to 17%, marking a seventh straight quarter of decline. Xiaomi and Samsung followed in third and fourth place.
Huawei’s success extended beyond Japan and China, with growing traction in Europe as well. Analysts say the brand’s momentum signals a rapid strengthening of its position in the global wearable market.
Furthermore, battery life remains a key advantage. Huawei’s 46mm Watch GT 5 lasts up to nine days, far outpacing Apple’s 46mm Series 10, which lasts 18 hours. Huawei’s devices also work with both Android and iOS phones, unlike Apple Watches, and are priced at around US$227, roughly half the cost of Apple’s models.
By combining affordability, long battery life, and health monitoring, is Huawei closing the gap with Apple? Time will tell, as the competition in the global smartwatch arena changes its course.
