Global Smartwatch Market Share & Shipments (Mar 2024)

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By Ash Turner
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| Updated on March 02, 2024
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Joey is adept at creating comprehensive comparison guides and product reviews for devices from brands like Apple, Samsung, and Google. His expertise extends to thorough evaluations of smartphones, tablets, smartwatches, MVNOs, and phone plans, all while simplifying intricate technical information into easily understandable content.

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Top Wearable Device Companies by Shipments Market Share

Today, Apple dominates the global market share of smartwatches, taking the largest share of 22% among smartwatch vendors. The leading companies continue to improve their wearable devices with different operating systems, gaining a competitive edge in the market.

In 2024, the revenue in the smartwatch segment of the wearables market is expected to generate US $47.94 billion. As more consumers arise and are drawn by smart devices, user penetration is anticipated to reach 2.89% this year, rising to 2.88% by 2028.

Let’s delve more into the smartwatch market share by unit shipments.

Logo Apple
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Market Share
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Huawei brand logo
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Market Share
Other brand logo
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Apple dominates the global smartwatch market share in the most recent quarter, accounting for more than 22% of the market. Fire-Boltt is at second place with 10% market share, and Huawei third with 9%. Samsung fell out of the top brands despite being second place since Q3 2021.

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 22% of global shipments in the most recent quarter. This is a 10% decline compared to Q1 2022.
  • Second Global Smartwatch Brand: Fire-Boltt is the second leading company in the global smartwatch market, accounting for 10% quarterly market share of global shipments.
  • Top 5 Smartwatch Brands Worldwide: The top smartwatch brands in the world in the most quarter are Apple with a 22% market share, Fire-Boltt with 10%, and Huawei with 9%.

Global Smartwatch Market Share (By Quarter)

BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Apple32%27%22%37%26%22%22%
Samsung10%9%12%9%9%--
Fire-Boltt----9%-10%
Huawei7%7%-7%-10%9%
Noise--9%--10%-
Imoo-------
Others50%57%56%47%56%58%59%
Global Smartwatch Market Share (By Quarter)
Data Table
BrandsQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023
Apple32%27%22%37%26%22%22%
Samsung10%9%12%9%9%--
Fire-Boltt----9%-10%
Huawei7%7%-7%-10%9%
Noise--9%--10%-
Imoo-------
Others50%57%56%47%56%58%59%
Data Graph
Global Smartwatch Market Share (By Quarter)

The most recent quarters show that Apple continues to be the global smartwatch market share leader. It generated a market share of 22% 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 (2018-2024)

Year*AppleSamsungFire-BolttHuaweiNoiseimooAmazfit
2023**22%--10%10%--
202237%9%-7%---
202138%10%-8%3%4%-
202040%10%-8%-6%4%
201934%9%-10%-6%-
201837%8%-5%-6%-

*Note: Yearly data is based on Q4 market share.
**Note: Yearly data is based on most recent market share.

Global Smartwatch Market Share (By Year)
Data Table
Year*AppleSamsungFire-BolttHuaweiNoiseimooAmazfit
2023**22%--10%10%--
202237%9%-7%---
202138%10%-8%3%4%-
202040%10%-8%-6%4%
201934%9%-10%-6%-
201837%8%-5%-6%-

*Note: Yearly data is based on Q4 market share.
**Note: Yearly data is based on most recent market share.

Data Graph
Global Smartwatch Market Share (By Year)

Apple has been the global smartwatch market share leader for five years. It generated a yearly market share of 22% in shipments in the most recent year. From 2018-2024, Huawei and Samsung took turns in second place, taking around 10% of the market share per year. In 2023, however, Fire-Boltt rose up to second place.

APPLE

Apple Watch Market Share

Apple leads the global smartwatch market share in shipments, accounting for 23% 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)

QuarterShipments Market Share
Q3 202322%
Q2 202322%
Q1 202326%
Q4 202237%
Q3 202222%
Q2 202227%
Q1 202232%
Q4 202138%
Q3 202123%
Q2 202131%
Apple Watch Market Share (By Quarter)
Data Table
QuarterShipments Market Share
Q3 202322%
Q2 202322%
Q1 202326%
Q4 202237%
Q3 202222%
Q2 202227%
Q1 202232%
Q4 202138%
Q3 202123%
Q2 202131%
Data Graph
Apple Watch Market Share (By Quarter)

Apple Watch’s market share in the most recent quarter is currently at 22%, a 10% decline compared to Q1 2022. The highest smartwatch market share for Apple was in Q4 2021, with 38%.

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 (2018-2024)

Year*Market Share
2023**22%
202237%
202138%
202040%
201934%
201837%

*Note: Yearly data is based on Q4 market share.

Apple Smartwatch Market Share by Year
Data Table
Year*Market Share
2023**22%
202237%
202138%
202040%
201934%
201837%

*Note: Yearly data is based on Q4 market share.

Data Graph
Apple Smartwatch Market Share by Year

Apple’s current yearly market share is 22%, a 15% 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

Despite Samsung usually coming second place in the global smartwatch market, they did not figure in the most recent quarter.

Samsung Watch Market Share (By Quarter)

QuarterMarket Share
Q3 2023-
Q2 2023-
Q1 20239%
Q4 20229%
Q3 202212%
Q2 20229%
Q1 202210%
Q4 202110%
Q3 202114%
Q2 20217%

*Note: Yearly data is based on Q4 market share.

Samsung Watch Market Share (By Quarter)
Data Table
QuarterMarket Share
Q3 2023-
Q2 2023-
Q1 20239%
Q4 20229%
Q3 202212%
Q2 20229%
Q1 202210%
Q4 202110%
Q3 202114%
Q2 20217%

*Note: Yearly data is based on Q4 market share.

Data Graph
Samsung Watch Market Share (By Quarter)

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 (2018-2024)

Year*Market Share
2023**-
20229%
202110%
202010%
20199%
20188%

*Note: Yearly data is based on Q4 market share.

Samsung Smartwatch Market Share by Year
Data Table
Year*Market Share
2023**-
20229%
202110%
202010%
20199%
20188%

*Note: Yearly data is based on Q4 market share.

Data Graph
Samsung Smartwatch Market Share by Year

Samsung’s current yearly market share is 0%, a 9% decrease from the previous year. It has maintained a relatively stable market share since 2018, except for this year.

HUAWEI

Huawei Smartwatch Market Share

Huawei is one of the world’s largest smartwatch manufacturers, accounting for 9% of global shipments in the most recent quarter. It held the third place in shipment market share that quarter.

Huawei Watch Market Share (By Quarter)

QuarterMarket Share
Q3 20239%
Q2 202310%
Q1 2023-
Q4 20227%
Q3 2022-
Q2 20227%
Q1 20227%
Q4 20218%
Q3 20215%
Q2 20219%
Huawei Watch Market Share (By Quarter)
Data Table
QuarterMarket Share
Q3 20239%
Q2 202310%
Q1 2023-
Q4 20227%
Q3 2022-
Q2 20227%
Q1 20227%
Q4 20218%
Q3 20215%
Q2 20219%
Data Graph
Huawei Watch Market Share (By Quarter)

Huawei’s most recent smartwatch market share is 9%. 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 (2018-2024)

Year*Market Share
2023**9%
20227%
20218%
20208%
201910%
20185%

*Note: Yearly data is based on Q4 market share.

Huawei Smartwatch Market Share by Year
Data Table
Year*Market Share
2023**9%
20227%
20218%
20208%
201910%
20185%

*Note: Yearly data is based on Q4 market share.

Data Graph
Huawei Smartwatch Market Share by Year

Huawei’s yearly market share in 2023 is 9%, a 2% increase compared to last year’s.

IMOO

imoo Watch Market Share

imoo was the world’s fourth-largest manufacturer of smartwatches in Q4 2021, accounting for 4% of global shipments that quarter. Currently, it no longer figures in the top smartwatch brands in the world.

imoo Smartwatch Market Share (By Quarter)

QuarterShipments Market Share
Q4 2022-
Q3 2022-
Q2 2022-
Q1 2022-
Q4 20214%
Q3 20216%
Q2 20216%
imoo Smartwatch Market Share (By Quarter)
Data Table
QuarterShipments Market Share
Q4 2022-
Q3 2022-
Q2 2022-
Q1 2022-
Q4 20214%
Q3 20216%
Q2 20216%
Data Graph
imoo Smartwatch Market Share (By Quarter)

Imoo’s market share in Q4 2021 was 4%.

imoo Smartwatch Market Share by Year (2018-2022)

YearShipments Market Share
2022-
20214%
20206%
20196%
20186%

*Note: Yearly data is based on Q4 market share.

imoo Smartwatch Market Share by Year
Data Table
YearShipments Market Share
2022-
20214%
20206%
20196%
20186%

*Note: Yearly data is based on Q4 market share.

Data Graph
imoo Smartwatch Market Share by Year

imoo has not figured in the worldwide smartwatch market share since 2022. It held 6% market share from 2018 to 2022.

AMAZFIT

Amazfit Watch Market Share

Amazfit’s smartwatch market share in shipments fluctuated between 4% to 5% in 2020. It did not maintain its position in the world market despite the release of the GTR 3 and GTS 3 series in Q4 2021.

Amazfit Watch Shipments Market Share (By Quarter)

QuarterShipments Market Share
Q4 20204%
Q3 20205%
Q2 20205%
Amazfit Watch Shipments Market Share (By Quarter)
Data Table
QuarterShipments Market Share
Q4 20204%
Q3 20205%
Q2 20205%
Data Graph
Amazfit Watch Shipments Market Share (By Quarter)

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)

YearMarket Share
2020**4%

*Note: Yearly data is based on the most recent quarterly data available.

Amazfit Watch Shipments Market Share by Year
Data Table
YearMarket Share
2020**4%

*Note: Yearly data is based on the most recent quarterly data available.

Data Graph
Amazfit Watch Shipments Market Share by Year

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 market share in Q2 2021 was at 8.3%, a 1.5% decline from Q2 2020.

Garmin Smartwatch Market Share (By Quarter)

QuarterShipments Market Share
Q2 20218.30%
Q2 20209.80%
Q1 20208.00%
Q1 20197.00%
Q4 20186.10%
Garmin Smartwatch Market Share (By Quarter)
Data Table
QuarterShipments Market Share
Q2 20218.30%
Q2 20209.80%
Q1 20208.00%
Q1 20197.00%
Q4 20186.10%
Data Graph
Garmin Smartwatch Market Share (By Quarter)

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)

YearShipments Market Share
2021**8.30%
2020**9.80%
2019**7.00%
20186.10%
20176.00%

*Note: Yearly data is based on the most recent quarterly data available.

Garmin Watch Shipments Market Share by Year
Data Table
YearShipments Market Share
2021**8.30%
2020**9.80%
2019**7.00%
20186.10%
20176.00%

*Note: Yearly data is based on the most recent quarterly data available.

Data Graph
Garmin Watch Shipments Market Share by Year

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)

QuarterShipments Market Share
Q3 201911.30%
Q2 20199.80%
Q4 201812.70%
Q3 201815.00%
Q2 201815.20%
Q4 20174.30%

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)

YearShipments Market Share
2019**11.30%
201812.70%
20174.30%

*Note: Yearly data is based on the most recent quarterly data available.

Fitbit Watch Market Share by Year
Data Table
YearShipments Market Share
2019**11.30%
201812.70%
20174.30%

*Note: Yearly data is based on the most recent quarterly data available.

Data Graph
Fitbit Watch Market Share by Year

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.