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Huawei climbs past Apple in global smartwatch shipments
New data from Counterpoint Research shows Huawei has overtaken Apple in global smartwatch shipments for the first time, underscoring a major shift in the wearables market. Counterpoint’s Q2 2025 figures report an 8% year-on-year increase in global smartwatch shipments, ending a five-quarter contraction, with Huawei delivering a remarkable 52% quarterly jump.
Key numbers at a glance
- Global smartwatch shipments: +8% YoY in Q2 2025
- Huawei shipments: +52% in Q2, driven by China and expansion into EMEA and Asia-Pacific
- Apple shipments: -3% in Q2 (seventh consecutive quarterly decline)
- Xiaomi: +38% growth; imoo (kids’ smartwatches): +21%; Samsung: -3%
- Counterpoint forecast: overall smartwatch shipments up ~3% for 2025
Why Huawei is moving ahead
Huawei’s surge is rooted in domestic demand and a diversified portfolio. The brand has been shipping a wide range of models priced roughly between $100 and $400, targeting both budget-conscious buyers and mid-range customers. Crucially, Huawei pairs competitive hardware with tighter integration across its smartphones and IoT ecosystem — a combination that appeals to users looking for seamless connectivity, health monitoring, payments and navigation in a single device.
Product features and ecosystem advantages
Huawei smartwatches emphasize multi-sensor health tracking, long battery life, contactless payments, and built-in navigation. Integration with Huawei Mobile Services and other IoT devices allows features like smart home controls and synchronized notifications. This ecosystem approach helps convert smartphone buyers into wearable users, driving higher attach rates and sustained shipment growth.
Comparisons: Huawei vs Apple and other brands
Apple remains dominant in the premium segment, with industry-leading health-tracking accuracy and a loyal iOS user base. However, Apple’s decline in shipments highlights intensifying competition. Huawei and Xiaomi compete aggressively on price-to-feature balance, while niche players like imoo continue to lead the kids’ watch segment. Samsung’s recent Galaxy Watch 7 did not deliver the growth expected, contributing to its slight shipment decline.
Use cases and buyer profiles
Typical use cases include fitness and clinical-grade health monitoring, contactless payments, turn-by-turn navigation for commuters, and child-safety tracking for families. Budget-smartwatch buyers prioritize battery life and core health features; premium buyers prioritize advanced sensors, seamless iPhone connectivity, and comprehensive health analytics.
Market relevance and outlook
The Q2 2025 results illustrate how quickly the smartwatch market is shifting. Chinese brands are gaining market share by offering a broader product range and stronger ecosystem linkages. With Counterpoint’s modest forecast for 2025 growth (~3%), China’s appetite for multifunction devices will likely remain a central driver. For Apple, the challenge is defending premium margins and differentiation amid a more crowded, feature-rich marketplace.
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