The global smartwatch market is regaining momentum, but the bigger story in early 2026 is not just growth in unit shipments. Buyers are increasingly moving toward premium models, and that shift is helping reshape the industry’s competitive balance.
According to Counterpoint, global smartwatch shipments rose 4% in the first quarter of 2026 compared with the same period a year earlier. The recovery follows a difficult 2024 and a gradual rebound through 2025, signaling that the category is entering a more mature phase.
Premium models are pulling the market upward
One of the clearest signals from the quarter is the rise in average selling price, which increased 6% year over year. That points to stronger demand for devices with more advanced features rather than basic wearables alone.
Manufacturers have responded by pushing smartwatches with more sensors, stronger health tracking, and a more premium design language. The shift suggests that consumers are now willing to pay more for added capability and a better overall experience.
Apple keeps its global lead
Apple remained the world’s top smartwatch maker in the period, holding 23% of the global market in Q1 2026. The company also posted 21% growth from Q1 2025, giving it a strong lead over its rivals.
Counterpoint said Apple’s newer wearable lines were among the main drivers of the market’s early-year gains. North America also remained critical, with more than half of Apple’s total shipments coming from that region.
Huawei gains, Samsung slips sharply
Outside Apple, the competitive picture remained active. Huawei took second place after increasing sales by 12%, while Xiaomi, Imoo, and Samsung followed in the rankings.
Samsung moved in the opposite direction from the broader market and saw a steep 28% decline. That drop stands out at a time when global shipments and several major competitors were still expanding.
China becomes a key growth engine
China played a major role in the market’s early-2026 rebound, with smartwatch shipments in the country rising 15% year over year. The local market added meaningful volume and reinforced the premiumization trend at the same time.
Huawei dominated its home market with a 40% share in China, far ahead of its nearest rivals. Imoo and Xiaomi also remained strong, showing how local brands continue to shape the direction of the wearable sector.
The latest numbers suggest that smartwatch competition is no longer only about how many units ship. Product value, feature depth, and regional strength are becoming just as important as volume, especially as Apple holds its lead and Huawei keeps pressure on from behind.