Global smartwatch shipments grew 4% year on year in 2025, recovering from a decline recorded in 2024, according to Counterpoint Research’s Global Smartwatch Shipments Tracker released on Wednesday.
The recovery reflects a shift in the competitive landscape, driven by hardware and software upgrades from major players, rising consumer preference for technologically advanced devices, and a stronger industry focus on health functionalities.
Apple Reports First Shipment Growth Since 2022
According to Counterpoint Research, Apple recorded its first year on year shipment growth since 2022.Senior research analyst Anshika Jain said the improvement was driven by a complete portfolio refresh, including the introduction of the Series 11, Ultra 3, and SE 3 models.
With these launches, Apple addressed a wide consumer base, ranging from the more affordable Watch SE 3 to the ultra premium Watch Ultra 3.
The refreshed lineup featured major technological upgrades, including series wide 5G Redcap support, hypertension notification, and satellite connectivity in the Watch Ultra 3. These additions encouraged consumers who had delayed purchases while waiting for meaningful upgrades to return to the market.
Apple also supported momentum in cellular smartwatches with its refreshed lineup, including the Watch Series 10.
China Leads Global Smartwatch Market Recovery
China emerged as the key driver of the global rebound, supported by strong demand for leading domestic brands, the report stated.The broader market recovery was fueled by competitive product upgrades and increased consumer demand for advanced smartwatches with enhanced health capabilities.
Premiumization Trend Continues in 2025
The smartwatch market continued its premiumization trajectory in 2025, with the average selling price rising 5% year on year.Growing health and fitness awareness has prompted consumers to move up the pricing ladder and opt for more accurate, feature rich devices.
Associate Director David Naranjo said shipments of smartwatches supporting cellular connectivity increased 6% year on year.
Growth in cellular enabled models was driven by advanced health monitoring and emergency SOS features, making them more attractive to mainstream users.
Xiaomi strengthened its cellular portfolio with the Redmi Watch 5 LTE and Redmi Kids Watch.
5G and Satellite Connectivity Expand Smartwatch Capabilities
Naranjo said Apple’s introduction of 5G support in the Watch Series 11 is expected to accelerate industry wide adoption of next generation connectivity.In 2025, connectivity is no longer limited to cellular technology alone. Google, Garmin, and Apple also introduced satellite connectivity, underscoring the industry’s focus on building smartwatches that function as standalone devices.
The combination of improved connectivity, premium features, and enhanced health tracking capabilities has placed the global smartwatch market back on a growth path in 2025.
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