Apple Watch drives global smartwatch market growth as Samsung shares plunge

Global shipments of smartwatches rose 4% in the first quarter of 2026, according to Counterpoint Research. Apple led the surge with a 21% year‑on‑year increase, taking its share of shipments to 23% after launching the Apple Watch SE 3, Series 11 and Ultra 3. Samsung’s position weakened, its market share dropping from 7% to 5% as shipments fell 28% compared with the same period in 2025.

In China, Huawei captured roughly 40% of the market, helping the Chinese segment grow 15% on the back of government subsidies and strong local brand demand. The overall market saw average selling prices rise 6%, driven by health‑monitoring, AI features and new connectivity options. Counterpoint projects a compound annual growth rate of about 3% for the smartwatch sector through 2030.