Narrative: Global Smartwatch Vendor and OS Volume Share by Region Q4 2025

Report tracks regional smartwatch shipments and market share for leading vendors by quarter from 2013 to Q4 2025.

Global smartwatch shipments returned to healthy growth (+5.7%) in Q4 2024 and maintained the positive track throughout 2025, with growth of 4.4% in Q4 2025, and growth of 3.5% for full year 2025. This comes after growing only one quarter (Q2 2024) out of the prior two years. The smartwatch space is beginning to mature, and consumers are reigning in discretionary spending, which is lengthening the replacement cycle amid macroeconomic weakness and geopolitical uncertainty. During Q4, strong gains from Garmin, Huawei, Google, Xiaomi, and Oppo were offset only somewhat by declines from Apple, Samsung, and Fitbit. Our report tracks regional smartwatch shipments and market share for leading vendors by quarter from 2013 to Q4 2025.