Smartwatch Market Rebounds: Apple Watch Surges 21%

A rebound is underway — and you can see it on the wrist.

Counterpoint Research reports the global smartwatch market grew 4% year-over-year in Q1 2026, a modest but meaningful recovery after a sluggish 2024 and gradual improvement through 2025. Short answer: demand is creeping back. Longer answer: consumers are gravitating toward higher-end wearables, driven by new product cycles and richer health features.

Apple remains the pace-setter. The company expanded sales by roughly 21% compared with Q1 2025 and holds about 23% of the worldwide market. More than half of Apple Watch sales still come from North America, underscoring that region’s appetite for premium wearables. Analysts point to fresh Apple models and a clear tilt toward feature-rich, health-focused devices as key growth engines.

China matters more than ever. Shipments within the country rose about 15% year-over-year. Huawei leads domestically with an estimated 40% share, followed by Imoo and Xiaomi. Huawei’s own sales climbed roughly 12% in the period, a sign that local brands are consolidating their positions even as global rivals jockey for relevance.

Price is shifting too. The global average selling price for smartwatches increased around 6% year-over-year in Q1 2026, suggesting buyers are willing to pay more for advanced sensors, improved health monitoring and longer-term ecosystem value. Makers have responded by adding professional-grade sensors and tighter health integrations — everything from ECG-style metrics to more robust sleep and activity tracking.

Not everyone is winning. Samsung saw a sharp contraction, with sales down about 28% in the quarter — a reminder that stronger competition and product timing can quickly alter fortunes. Meanwhile brands like Xiaomi and Imoo remain relevant in mid- and entry-tier segments, offering varied price-performance options for budget-conscious buyers.

So what does this mean for the market? Premiumization is accelerating. Health functionality is the new battleground. And regional dynamics — especially China and North America — will continue to shape who leads and who follows. If wrists tell stories, the opening chapter of 2026 reads like a bet on premium, health-first wearables — are you ready to strap in?