In a landmark shift for the wearable technology market, Huawei has officially surpassed Apple in global smartwatch shipments for the first time. A new report from Counterpoint Research confirms this seismic change, highlighting the growing power of the Chinese market and the fierce competition in the wearable space. This achievement for Huawei is not an isolated event but a clear indicator of a new era in the tech world.
The Counterpoint report reveals that global smartwatch shipments surged by 8% year-on-year in the second quarter of 2025, breaking a five-year slump in the industry. Within this rebounding market, Huawei's performance was nothing short of spectacular, with its sales growing by an impressive 52%. This surge was driven by robust demand in its home market of China, along with a diversified product portfolio in the popular $100 to $400 price range. The brand’s increasing popularity in Europe, the Middle East, Africa, and the Asia Pacific region also contributed significantly to this historic success.
In contrast, Apple, the long-standing leader in the category, experienced a 3% drop in its sales, continuing a downward trend that has persisted for seven consecutive quarters. While Apple has ceded the top spot in overall shipments, it still maintains its dominance in the premium market, largely due to its dedicated iOS user base. This dynamic underscores that while competition in the mid-range segment is escalating, brand loyalty remains a key factor in the high-end market.
The Rest of the Top Contenders
The report also sheds light on the performance of other major players. Xiaomi, another Chinese tech giant, secured the third spot with a remarkable 38% increase in shipments. Analysts attribute this success to the popularity of its budget-friendly models, which have effectively captured a large price-conscious consumer base. Xiaomi's strong growth is a clear signal that the entry-level smartwatch market is a powerful engine for industry expansion.
In fourth place, the children's smartwatch brand Imoo maintained its leadership in a specific and growing market niche, with a 21% increase in shipments. This shows that specializing in a targeted segment can be a highly effective strategy. Meanwhile, Samsung, which rounds out the top five, had a disappointing quarter. The South Korean tech giant’s sales fell by 3%, a performance that analysts link to its Galaxy Watch 7 model, which failed to meet expectations in the international market.
Market Outlook: A New Era of Competition
The Counterpoint Research analysis concludes with an optimistic forecast for the smartwatch market, predicting that total shipments will grow by approximately 3% by the end of 2025. The report emphasizes that this growth is primarily fueled by the exponential rise in popularity of wearable devices in China. This factor is crucial for understanding the success of Chinese brands like Huawei and Xiaomi, as they have expertly capitalized on the immense power of their home market.
In conclusion, the latest report marks a turning point in the smartwatch industry. Huawei's historic victory over Apple demonstrates that competition is more intense than ever. Huawei achieved this milestone by offering a diverse and accessible range of products that resonate strongly with a broad consumer base. As Apple faces increasing pressure, the success of brands like Huawei and Xiaomi signals a new era for wearables, where a combination of innovation, competitive pricing, and a strong global presence will be essential for success.
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