Apple has widened its lead in the global smartwatch market as Samsung slipped to fifth place, even though the category itself continued to grow. According to Counterpoint Research, worldwide smartwatch shipments rose 4 percent year over year in the first quarter of 2026.
The latest figures show a market shaped by premium demand and a recovery in China. That combination helped the biggest brands expand, while Samsung faced a sharp contraction despite still remaining among the top five vendors.
Apple’s momentum keeps building
Apple finished the period with a 23 percent market share, holding the No. 1 position globally. Its shipments climbed 21 percent year over year, supported by China, Europe, and the success of the Apple Watch SE 3.
Huawei followed in second place with a 17 percent share. The company posted 12 percent annual growth, backed by strong dominance in China, where its share reportedly reached 40 percent.
Together, Apple and Huawei underline how much the premium segment and the Chinese market continue to shape the smartwatch business. Their performance also suggests that brand strength and ecosystem loyalty remain decisive in a market that is expanding but still highly concentrated.
Xiaomi and Imoo hold steady in the middle of the pack
Xiaomi ranked third with a 10 percent share and 9 percent growth year over year. Its position reflects a stable presence in a competitive market where scale and pricing continue to matter.
Imoo came in fourth with a 7 percent share, growing 2 percent year over year. The children’s smartwatch brand, which is popular in China, stayed within the global top five and maintained its place among the category’s most visible players.
Samsung rounded out the top five with a 5 percent share. However, its shipments fell 28 percent year over year, making it the clearest weak spot among the leading vendors in the quarter.
Premium pricing is also pushing higher
The market’s shift was not limited to market share. Average selling prices rose 6 percent, driven by more advanced sensors, AI integration, and stronger consumer interest in emerging markets for premium devices.
That trend points to a smartwatch market that is increasingly defined by value as much as volume. As premium models gain traction, larger vendors have more room to protect revenue even when competition intensifies and lower-end demand remains uneven.