Global Smartwatch Market Share & Shipments (2024)
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Learn about our editorial process
Learn about our editorial process
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.
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%.
In this Article:
- Global Smartwatch Market Share (Quarterly)
- Global Smartwatch Market Share (2018-2024)
- 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 | Q2 2023 | Q3 2023 |
|---|---|---|---|---|---|---|---|
| Apple | 32% | 27% | 22% | 37% | 26% | 22% | 22% |
| Samsung | 10% | 9% | 12% | 9% | 9% | - | - |
| Fire-Boltt | - | - | - | - | 9% | - | 10% |
| Huawei | 7% | 7% | - | 7% | - | 10% | 9% |
| Noise | - | - | 9% | - | - | 10% | - |
| Imoo | - | - | - | - | - | - | - |
| Others | 50% | 57% | 56% | 47% | 56% | 58% | 59% |
- Data Table
-
Brands Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Apple 32% 27% 22% 37% 26% 22% 22% Samsung 10% 9% 12% 9% 9% - - Fire-Boltt - - - - 9% - 10% Huawei 7% 7% - 7% - 10% 9% Noise - - 9% - - 10% - Imoo - - - - - - - Others 50% 57% 56% 47% 56% 58% 59% - 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 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* | Apple | Samsung | Fire-Boltt | Huawei | Noise | imoo | Amazfit |
|---|---|---|---|---|---|---|---|
| 2023** | 22% | - | - | 10% | 10% | - | - |
| 2022 | 37% | 9% | - | 7% | - | - | - |
| 2021 | 38% | 10% | - | 8% | 3% | 4% | - |
| 2020 | 40% | 10% | - | 8% | - | 6% | 4% |
| 2019 | 34% | 9% | - | 10% | - | 6% | - |
| 2018 | 37% | 8% | - | 5% | - | 6% | - |
*Note: Yearly data is based on Q4 market share.
**Note: Yearly data is based on most recent market share.
- Data Table
-
Year* Apple Samsung Fire-Boltt Huawei Noise imoo Amazfit 2023** 22% - - 10% 10% - - 2022 37% 9% - 7% - - - 2021 38% 10% - 8% 3% 4% - 2020 40% 10% - 8% - 6% 4% 2019 34% 9% - 10% - 6% - 2018 37% 8% - 5% - 6% - *Note: Yearly data is based on Q4 market share.
**Note: Yearly data is based on most recent market share. - Data Graph
-
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)
| Quarter | Shipments Market Share |
|---|---|
| Q3 2023 | 22% |
| Q2 2023 | 22% |
| Q1 2023 | 26% |
| Q4 2022 | 37% |
| Q3 2022 | 22% |
| Q2 2022 | 27% |
| Q1 2022 | 32% |
| Q4 2021 | 38% |
| Q3 2021 | 23% |
| Q2 2021 | 31% |
- Data Table
-
Quarter Shipments Market Share Q3 2023 22% Q2 2023 22% Q1 2023 26% Q4 2022 37% Q3 2022 22% Q2 2022 27% Q1 2022 32% Q4 2021 38% Q3 2021 23% Q2 2021 31% - Data Graph
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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% |
| 2022 | 37% |
| 2021 | 38% |
| 2020 | 40% |
| 2019 | 34% |
| 2018 | 37% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2023** 22% 2022 37% 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 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)
| Quarter | Market Share |
|---|---|
| Q3 2023 | - |
| Q2 2023 | - |
| Q1 2023 | 9% |
| Q4 2022 | 9% |
| Q3 2022 | 12% |
| Q2 2022 | 9% |
| Q1 2022 | 10% |
| Q4 2021 | 10% |
| Q3 2021 | 14% |
| Q2 2021 | 7% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Quarter Market Share Q3 2023 - Q2 2023 - Q1 2023 9% Q4 2022 9% Q3 2022 12% Q2 2022 9% Q1 2022 10% Q4 2021 10% Q3 2021 14% Q2 2021 7% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
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** | - |
| 2022 | 9% |
| 2021 | 10% |
| 2020 | 10% |
| 2019 | 9% |
| 2018 | 8% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2023** - 2022 9% 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 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)
| Quarter | Market Share |
|---|---|
| Q3 2023 | 9% |
| Q2 2023 | 10% |
| Q1 2023 | - |
| Q4 2022 | 7% |
| Q3 2022 | - |
| Q2 2022 | 7% |
| Q1 2022 | 7% |
| Q4 2021 | 8% |
| Q3 2021 | 5% |
| Q2 2021 | 9% |
- Data Table
-
Quarter Market Share Q3 2023 9% Q2 2023 10% Q1 2023 - Q4 2022 7% Q3 2022 - Q2 2022 7% Q1 2022 7% Q4 2021 8% Q3 2021 5% Q2 2021 9% - Data Graph
-
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% |
| 2022 | 7% |
| 2021 | 8% |
| 2020 | 8% |
| 2019 | 10% |
| 2018 | 5% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year* Market Share 2023** 9% 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 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)
| Quarter | Shipments Market Share |
|---|---|
| Q4 2022 | - |
| Q3 2022 | - |
| Q2 2022 | - |
| Q1 2022 | - |
| Q4 2021 | 4% |
| Q3 2021 | 6% |
| Q2 2021 | 6% |
- Data Table
-
Quarter Shipments Market Share Q4 2022 - Q3 2022 - Q2 2022 - Q1 2022 - Q4 2021 4% Q3 2021 6% Q2 2021 6% - Data Graph
-
Imoo’s market share in Q4 2021 was 4%.
imoo Smartwatch Market Share by Year (2018-2022)
| Year | Shipments Market Share |
|---|---|
| 2022 | - |
| 2021 | 4% |
| 2020 | 6% |
| 2019 | 6% |
| 2018 | 6% |
*Note: Yearly data is based on Q4 market share.
- Data Table
-
Year Shipments Market Share 2022 - 2021 4% 2020 6% 2019 6% 2018 6% *Note: Yearly data is based on Q4 market share.
- Data Graph
-
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)
| 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 | Market Share |
|---|---|
| 2020** | 4% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year 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 market share in Q2 2021 was at 8.3%, a 1.5% decline from Q2 2020.
Garmin Smartwatch Market Share (By Quarter)
| Quarter | Shipments Market Share |
|---|---|
| Q2 2021 | 8.30% |
| Q2 2020 | 9.80% |
| Q1 2020 | 8.00% |
| Q1 2019 | 7.00% |
| Q4 2018 | 6.10% |
- Data Table
-
Quarter Shipments Market Share Q2 2021 8.30% Q2 2020 9.80% Q1 2020 8.00% Q1 2019 7.00% Q4 2018 6.10% - 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** | 8.30% |
| 2020** | 9.80% |
| 2019** | 7.00% |
| 2018 | 6.10% |
| 2017 | 6.00% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year Shipments Market Share 2021** 8.30% 2020** 9.80% 2019** 7.00% 2018 6.10% 2017 6.00% *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 | 11.30% |
| Q2 2019 | 9.80% |
| Q4 2018 | 12.70% |
| Q3 2018 | 15.00% |
| Q2 2018 | 15.20% |
| Q4 2017 | 4.30% |
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)
| Year | Shipments Market Share |
|---|---|
| 2019** | 11.30% |
| 2018 | 12.70% |
| 2017 | 4.30% |
*Note: Yearly data is based on the most recent quarterly data available.
- Data Table
-
Year Shipments Market Share 2019** 11.30% 2018 12.70% 2017 4.30% *Note: Yearly data is based on the most recent quarterly data available.
- Data Graph
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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.
