Global Smartwatch Market Share & Shipments
(Oct 2023)
Top Wearable Device Companies by Shipments Market Share (Q1 2023)
Today, Apple dominates the global market share of smartwatches, taking the largest share of 26% among smartwatch vendors. The leading companies continue to improve their wearable devices with different operating systems, gaining a competitive edge in the market.
In the forecast period from 2023 to 2027, the revenue in the smartwatch segment of the wearables market is expected to generate US $44.91 billion. As more consumers arise and are drawn by smart devices, user penetration is anticipated to reach 2.74% this year, rising to 2.89% by 2027.
Let’s delve more into the smartwatch market share by unit shipments.
>Apple dominates the global smartwatch market share in the most recent quarter, accounting for more than 26% of the market. Samsung followed with 9%. Fire-Boltt, a brand from India, managed to tie with Samsung with a 9% market share globally.
These key players operating in the global smartwatch market incorporate technological advancements like health and fitness tracking features that allow consumers to monitor their health and wellness, enticing them to buy and driving their way to global market growth.
Editors Picks:
- Top Global Smartwatch Brand: Apple leads the global smartwatch market share in shipments, accounting for 26% of global shipments in the most recent quarter. This is a 10% decline compared to Q1 2022
- Second Global Smartwatch Brand: Samsung and Fire-Boltt are tied as the second leading companies in the global smartwatch market, accounting for 9% quarterly market share of global shipments each.
- Top 5 Smartwatch Brands Worldwide: The top smartwatch brands in the most recent quarter are Apple with a 26% market share, Samsung with 9%, and Fire-Boltt with 9%.
In this Article:
- Global Smartwatch Market Share (Quarterly)
- Global Smartwatch Market Share (2018-2023)
- Apple – Smartwatch Market Share
- Samsung – Smartwatch Market Share
- Huawei – Smartwatch Market Share
- imoo – Smartwatch Market Share
- Amazfit – Watch Market Share
- Garmin – Watch Market Share
- Fitbit – Watch Market Share
Global Smartwatch Market Share (By Quarter)
| Brands | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | Q1 2023 |
|---|---|---|---|---|---|
| Apple | 36% | 29% | 26% | 43% | 26% |
| Samsung | 10% | 9% | 12% | 8% | 9% |
| Fire-Boltt | - | - | - | - | 9% |
| Huawei | 7% | 7% | 6% | 7% | - |
| Noise | 3% | 6% | 9% | 5% | - |
| Imoo | 3% | 4% | 4% | 3% | - |
| Others | 41% | 45% | 43% | 34% | - |
- Data Table
-
Brands Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Apple 36% 29% 26% 43% 26% Samsung 10% 9% 12% 8% 9% Fire-Boltt - - - - 9% Huawei 7% 7% 6% 7% - Noise 3% 6% 9% 5% - Imoo 3% 4% 4% 3% - Others 41% 45% 43% 34% - - Data Graph
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The most recent quarters show that Apple continues to be the global smartwatch market share leader. It generated a market share of 26% in shipments in the most recent quarter, a 10% decline compared to the first quarter of 2022. Consequently, Apple controlled half of the global market revenue.
Global Smartwatch Market Share (2018-2023)
| Year* | Apple | Samsung | Fire-Boltt | Huawei | Noise | imoo | Amazfit |
|---|---|---|---|---|---|---|---|
| 2023 | 26% | 9% | 9% | - | - | - | - |
| 2022 | 43% | 8% | - | 7% | 5% | 3% | - |
| 2021 | 38% | 10% | - | 8% | 3% | 4% | - |
| 2020 | 40% | 10% | - | 8% | - | 6% | 4% |
| 2019 | 34% | 9% | - | 10% | - | 6% | - |
| 2018 | 37% | 8% | - | 5% | - | 6% | - |
- Data Table
-
Year* Apple Samsung Fire-Boltt Huawei Noise imoo Amazfit 2023 26% 9% 9% - - - - 2022 43% 8% - 7% 5% 3% - 2021 38% 10% - 8% 3% 4% - 2020 40% 10% - 8% - 6% 4% 2019 34% 9% - 10% - 6% - 2018 37% 8% - 5% - 6% - - Data Graph
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Apple has been the global smartwatch market share leader for five years. It generated a yearly market share of 26% in shipments in the most recent year. From 2018-2022, Huawei and Samsung took turns in second place, taking around 10% of the market share per year. In 2023, however, India’s Fire-Boltt tied with Samsung for second place.
APPLE
Apple Watch Market Share
Apple leads the global smartwatch market share in shipments, accounting for 26% of global shipments in the most recent quarter.
One of the success indicators of the Apple Watch is the loyalty of iPhone users to the brand. This popularity is more common among the younger generation, establishing Apple as an unrivaled market leader.
Apple Watch Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q1 2023 | 26% |
| Q4 2022 | 43% |
| Q3 2022 | 26% |
| Q2 2022 | 29% |
| Q1 2022 | 36% |
| Q4 2021 | 38% |
| Q3 2021 | 23% |
| Q2 2021 | 31% |
- Data Table
-
Quarter Shipments Market Share Q1 2023 26% Q4 2022 43% Q3 2022 26% Q2 2022 29% Q1 2022 36% Q4 2021 38% Q3 2021 23% Q2 2021 31% - Data Graph
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Apple Watch’s quarterly market share is currently at 26%, a 10% decline compared to Q1 2022. The highest smartwatch market share for Apple was in Q4 2022, with 43%.
Q4 2020 saw high demand for the Apple Watch Series 6 and SE. These smartwatches alone managed to ship 12.9 million units, generating a 40% market share in the same quarter.
Apple Smartwatch Market Share by Year (2018-2022)
| Year* | Market Share |
|---|---|
| 2023 | 26% |
| 2022 | 43% |
| 2021 | 38% |
| 2020 | 40% |
| 2019 | 34% |
| 2018 | 37% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2023 26% 2022 43% 2021 38% 2020 40% 2019 34% 2018 37% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
Apple’s current yearly market share is 26%, a 17% decline compared to the previous year.
There were 102 million Apple Watch users in 2020, representing a significant increase of 41.66% or 30 million.
SAMSUNG
Samsung Smartwatch Market Share
Samsung is the second leading company in the global smartwatch market, accounting for 9% of global shipments in the most recent quarter. It is tied with Fire-Boltt, India’s leading smartwatch brand.
Samsung Watch Market Share (By Quarter)
| Quarter | Market Share |
|---|---|
| Q1 2023 | 9% |
| Q4 2022 | 8% |
| Q3 2022 | 12% |
| Q2 2022 | 9% |
| Q1 2022 | 10% |
| Q4 2021 | 10% |
| Q3 2021 | 14% |
| Q2 2021 | 7% |
- Data Table
-
Quarter Market Share Q1 2023 9% Q4 2022 8% Q3 2022 12% Q2 2022 9% Q1 2022 10% Q4 2021 10% Q3 2021 14% Q2 2021 7% - Data Graph
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Samsung’s most recent smartwatch quarterly market share is 9%, a 1% decline compared to Q1 2022.
Samsung had the highest smartwatch market share of 14% in Q3 2021, thanks to the release of the Galaxy Watch 4 series. Samsung developed its app ecosystem with this series through Android-based Wear OS.
Samsung Smart Watch Market Share by Year (2018-2022)
| Year* | Market Share |
|---|---|
| 2023 | 9% |
| 2022 | 8% |
| 2021 | 10% |
| 2020 | 10% |
| 2019 | 9% |
| 2018 | 8% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2023 9% 2022 8% 2021 10% 2020 10% 2019 9% 2018 8% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
Samsung’s current yearly market share is 9%, a 1% increase from the previous year. It has maintained a relatively stable market share since 2018.
HUAWEI
Huawei Smartwatch Market Share
Huawei is one of the world’s largest smartwatch manufacturers, accounting for 7% of global shipments in Q4 2022. It held the third place in shipment market share that quarter.
Huawei Watch Market Share (By Quarter)
| Quarter | Market Share |
|---|---|
| Q4 2022 | 7% |
| Q3 2022 | 6% |
| Q2 2022 | 7% |
| Q1 2022 | 7% |
| Q4 2021 | 8% |
| Q3 2021 | 5% |
| Q2 2021 | 9% |
- Data Table
-
Quarter Market Share Q4 2022 7% Q3 2022 6% Q2 2022 7% Q1 2022 7% Q4 2021 8% Q3 2021 5% Q2 2021 9% - Data Graph
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Huawei’s most recent smartwatch market share is 7%. It managed to maintain its market share compared to Q1 2022. The brand’s position in the global market is weak due to the GSM restrictions. But the amount of shipments to the Chinese market is continually rising.
Huawei Smartwatch Market Share by Year (2018-2022)
| Year* | Market Share |
|---|---|
| 2022 | 7% |
| 2021 | 8% |
| 2020 | 8% |
| 2019 | 10% |
| 2018 | 5% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2022 7% 2021 8% 2020 8% 2019 10% 2018 5% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
Huawei’s yearly market share is 7%, a 1% decline compared to last year’s.
IMOO
imoo Watch Market Share
imoo was the world’s fifth-largest manufacturer of smartwatches in Q4 2020, accounting for 3% of global shipments that quarter
imoo Smartwatch Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q4 2022 | 3% |
| Q3 2022 | 4% |
| Q2 2022 | 4% |
| Q1 2022 | 3% |
| Q4 2021 | 4% |
| Q3 2021 | 6% |
| Q2 2021 | 6% |
- Data Table
-
Quarter Shipments Market Share Q4 2022 3% Q3 2022 4% Q2 2022 4% Q1 2022 3% Q4 2021 4% Q3 2021 6% Q2 2021 6% - Data Graph
-
Imoo’s quarterly smartwatch is at 3%, the same brand share it took in the first quarter of 2022.
imoo Smartwatch Market Share by Year (2018-2022)
| Year* | Shipments Market Share |
|---|---|
| 2022 | 3% |
| 2021 | 4% |
| 2020 | 6% |
| 2019 | 6% |
| 2018 | 6% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Shipments Market Share 2022 3% 2021 4% 2020 6% 2019 6% 2018 6% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
Imoo’s yearly market share of 3% is a 1% decline compared to the previous year. Compared to its market share in 2018, it has also declined by 3%. Nevertheless, imoo still dominates the kids’ smartwatches segment.
AMAZFIT
Amazfit Watch Market Share
Amazfit accounts for 4% of global shipments in its most recent quarter.
Amazfit Watch Shipments Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q4 2020 | 4% |
| Q3 2020 | 5% |
| Q2 2020 | 5% |
- Data Table
-
Quarter Shipments Market Share Q4 2020 4% Q3 2020 5% Q2 2020 5% - Data Graph
-
Amazfit’s smartwatch market share in shipments fluctuated between 4% to 5% in 2020. It managed to maintain its smartwatch market share owing to the release of the GTR 3 and GTS 3 series in Q4 2021.
Amazfit Watch Shipments Market Share by Year (2020)
| Year | Shipments Market Share |
|---|---|
| 2020** | 4% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year Shipments Market Share 2020** 4% *Note: Yearly data is based on the most recent quarterly data available.
- Data Graph
-
Amazfit’s yearly market share in 2020 was 4%. The company expanded its market position in 2021, growing by more than 20% yearly over the previous two years. Its average selling price (ASP) increased by 11% as the proportion of the brand’s high-end models, the GTR and GTS, steadily grew.
GARMIN
Garmin Watch Market Share
Garmin’s most recent smartwatch market share is 8.3%, a 1.5% decline from Q2 2020
Garmin Smartwatch Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q2 2021 | 8.3% |
| Q2 2020 | 9.8% |
| Q1 2020 | 8.0% |
| Q1 2019 | 7.0% |
| Q4 2018 | 6.1% |
- Data Table
-
Quarter Shipments Market Share Q2 2021 8.3% Q2 2020 9.8% Q1 2020 8.0% Q1 2019 7.0% Q4 2018 6.1% - Data Graph
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Garmin’s smartwatch shipment market share peaked in Q2 2020 at 9.8%. However, it fell by 1.5% in Q2 2021.
Garmin Watch Shipments Market Share by Year (2018-2021)
| Year | Shipments Market Share |
|---|---|
| 2021** | 8.3% |
| 2020** | 9.8% |
| 2019** | 7.0% |
| 2018 | 6.1% |
| 2017 | 6.0% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year Shipments Market Share 2021** 8.3% 2020** 9.8% 2019** 7.0% 2018 6.1% 2017 6.0% *Note: Yearly data is based on the most recent quarterly data available.
- Data Graph
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Garmin’s yearly market share in 2021 was 8.3%, a 1.5% decline from the previous year. The brand initially focused on introducing high-priced smartwatches for aviation and divers. However, it is gradually shifting its focus to bringing appealing consumer products in terms of price and design.
FITBIT
Fitbit Watch Market Share
Fitbit, compatible with Android smartphones and iPhones, generated an 11.30% smartwatch market share in shipments in Q3 2019. The company does not have a new smartwatch to offer as they are undertaking internal reorganization following the merger with Google. Also, the transition of its operating system to Wear OS has been postponed.
Fitbit Smartwatch Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q3 2019 | 11.3% |
| Q2 2019 | 9.8% |
| Q4 2018 | 12.7% |
| Q3 2018 | 15.0% |
| Q2 2018 | 15.2% |
| Q4 2017 | 4.3% |
- Data Table
-
Quarter Shipments Market Share Q3 2019 11.3% Q2 2019 9.8% Q4 2018 12.7% Q3 2018 15.0% Q2 2018 15.2% Q4 2017 4.3% - Data Graph
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Fitbit managed to achieve significant growth of 7% from Q4 2017 (4.30%) to Q3 2019 (11.30%) in smartwatch market share in shipments. The brand had the highest percentage in Q2 2018, with 15.20%.
Fitbit Watch Market Share by Year (2017-2019)
| Year | Shipments Market Share |
|---|---|
| 2019** | 11.3% |
| 2018 | 12.7% |
| 2017 | 4.3% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year Shipments Market Share 2019** 11.3% 2018 12.7% 2017 4.3% *Note: Yearly data is based on the most recent quarterly data available.
- Data Graph
-
Fitbit’s most recent yearly market share of smartwatch shipments is 11.30%, which means it increased by 7% from 2017. The brand had the highest percentage in 2018, with a 12.7% market share.
