For the first time in history, Huawei has overtaken Apple in global smartwatch shipments, marking a defining shift in the wearables industry. This milestone comes as the global smartwatch market rebounded in the second quarter of 2025, recording an 8% year-on-year increase after five consecutive quarters of decline. The development reflects changing consumer dynamics, increasing competition, and the growing influence of Chinese brands on the global stage.
Huawei’s growth was particularly striking, with shipments soaring by 52% compared to the same quarter last year. Demand in China fueled much of this success, accounting for over three-quarters of its total shipments. This strong domestic performance was complemented by a surge in international markets including Europe, the Middle East, and Asia-Pacific, positioning Huawei as a global force in the smartwatch space.
The company’s success is attributed to its diversified product portfolio, spanning entry-level models priced around \$100 to premium offerings exceeding \$400. Combined with seamless integration across Huawei’s wider technology ecosystem, this strategy has allowed the brand to appeal to a wide range of consumers while reinforcing customer loyalty. Analysts note that this mix of affordability, innovation, and ecosystem advantage has been key to Huawei’s rise.
Apple, on the other hand, faced continued challenges as its smartwatch shipments fell by 3%, extending its losing streak to seven consecutive quarters. While Apple maintains strength in the premium category and enjoys unwavering loyalty from iOS users, the narrowing innovation gap with Chinese competitors has made it increasingly difficult to rely on brand reputation alone to drive growth. Despite strong health features and a global reputation, competitive pricing and versatility from rivals have shifted consumer interest.
Other brands also played significant roles in shaping the market during this period. Xiaomi recorded a 38% jump in shipments, consolidating its leadership in the affordable smartwatch category, while moo continued its dominance in the children’s smartwatch niche with a 21% rise. Samsung, however, experienced a 3% decline, as its Galaxy Watch 7 fell short of expectations, signaling challenges even for well-established brands in sustaining momentum in a crowded marketplace.
Looking ahead, global smartwatch shipments are projected to grow by around 3% in 2025, with China remaining the primary engine of demand. Consumers are increasingly drawn to multifunctional devices that go beyond timekeeping, offering health tracking, navigation, and digital payment features in a single wearable. Huawei’s rise and Apple’s slowdown highlight an industry at a turning point, where innovation, affordability, and adaptability are redefining leadership in the global wearables market.
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