Huawei overtook Apple in smartwatch shipments for the first time in the second quarter of 2025 and took the lead in the market. The main driver of growth is the Chinese market, which grew by 8% compared to last year, according to a report by Counterpoint Research.
In addition, the second quarter of 2025 marked a recovery in the global smartwatch market after five consecutive quarters of decline since early 2024. The global revival was driven by steady growth in consumer demand for watches, particularly from the Chinese market, led by brands such as Huawei, Xiaomi, and Imoo.
According to the report, consumers are increasingly viewing smartwatches as a key lifestyle product that integrates fitness, connectivity, payment and navigation functions, especially in China. The new industry leader, Huawei, has a 52% year-on-year increase in shipments, the highest among the top 10 brands in the world.
Continuing the theme of China, more than three-quarters of Huawei’s shipments are concentrated in this country, which plays a key role in its growth. The company is also gradually increasing its presence in the markets of Europe, the Middle East and the Asia-Pacific region. Other factors that have helped Huawei gain leadership include a wide portfolio of watches, the cost of which ranges from $100 to $400.
Other Chinese companies like Xiaomi and Imoo also saw significant growth in shipments last quarter, up 38% and 21% respectively. Meanwhile, Apple, which was the market leader, lost 3%, as did Samsung.
