Apple expands smartwatch lead as Samsung shares plunge

The global smartwatch market recorded a 4% year‑on‑year increase in shipments in the first quarter of 2026, according to Counterpoint Research. Apple retained its position as the clear market leader, boosting its share from 21% to 23% and accounting for more than half of its shipments from North America.

Huawei surged ahead of Samsung to claim the second spot with a 17% share, driven by a 12% annual growth rate and a dominant 40% share of the Chinese market. Samsung experienced a steep 28% drop in shipments, slipping to a 5% market share and falling to fifth place overall. Xiaomi, Imoo and other Chinese brands also posted gains.

Average smartwatch selling prices rose 6% year‑on‑year, reflecting stronger consumer demand for higher‑specification, health‑focused devices across all major brands.