Counterpoint Research: Apple, HUAWEI top smartwatch market in Q3 2025

Apple and HUAWEI lead in the smartwatch race in Q3 2025, according to Counterpoint research data.

Counterpoint research data

Apple remains king, HUAWEI trails with massive sales

Counterpoint Research projects a 7 percent increase in global smartwatch sales for 2025, crediting strong performances from key players such as HUAWEI and Apple for driving the market’s recovery.

David Naranjo, Associate Director at Counterpoint, noted:

Global smartwatch shipments will climb 7 percent year-over-year by the end of 2025. This year, the industry saw a wave of feature-led innovation, including AI, 5G, and satellite communication, that enhanced device capabilities and attracted more consumers.

The firm noted that after a decline in 2024, the smartwatch market is poised to return to growth this year, led largely by these two brands.

File photo: Apple Watch SE 3

Apple leads the market with a 23 percent share and recorded a 12 percent year-over-year sales increase in the third quarter of 2025. 

HUAWEI followed in second place, achieving a 42 percent surge in sales during the same period and raising its market share to 18 percent, a five-percentage-point gain from the previous year.

China accounted for the largest regional shipment share in both 2024 and 2025 at 31 percent, fueled by growing domestic demand for HUAWEI, Xiaomi, and Imoo devices.

File photo: HUAWEI Watch GT 6

Xiaomi ranked third with a 22 percent annual sales increase and holds 9 percent of the market, a one-percentage-point rise. Imoo also saw significant growth at 17 percent year-over-year and maintains a 7 percent market share.

In contrast, Samsung experienced a 6 percent decline in shipments and a one-percentage-point decrease in market share.

Anshika Jain, Senior Analyst at Counterpoint, highlighted that: 

Government subsidy programs encouraged upgrades, while HUAWEI, Xiaomi, and Imoo each drove momentum through distinct strategies to sustain consumer engagement.

Below is the list of tthe op 5 smartwatch brands (Global) for Q3 2025:

• Apple - 23 percent market share and 12 percent YoY sales 
• HUAWEI - 18 percent market share and 42 percent YoY sales
• Xiaomi - 9 percent market share and 22 percent YoY sales
• Samsung - 8 percent market share and -6 percent YoY sales
• imoo - 7 percent market share and 17 percent YoY sales

What do you guys think?

Source: Counterpoint Research