Apple Watch Leads Global Smartwatch Market in Q1 2026 with 23% Share

Global smartwatch shipments grew 4 % YoY in the first quarter of 2026, and Apple Watch captured 23 % of the market, up from about 20 % a year earlier. Apple’s deliveries rose 21 % YoY, the fastest growth among the top ten brands, driven by a refreshed lineup, the affordable Apple Watch SE 3, and advanced health sensors and AI features.

North America supplied more than half of Apple’s shipments, while China and Europe posted the quickest regional growth. Huawei held the second‑largest share at 17 % and dominates the Chinese market with roughly 40 % share. Xiaomi followed with 10 % and Samsung’s share fell to 5 % after a decline in deliveries. The average selling price of smartwatches rose 6 % year‑over‑year as manufacturers added better sensors, AI capabilities and satellite connectivity. Counterpoint Research expects the overall market to expand at a 3 % compound annual growth rate through 2030, with Apple well positioned to maintain its lead.