The global smartwatch market contracted in the second quarter of 2026 for the first time in a year. Apple was the only one of the three largest providers to achieve double-digit growth in this environment, significantly narrowing the gap to the market leader. Just one day before the keynote, these figures accurately reflect the status quo that the next generation is expected to replace.
The analysis comes from Counterpoint Research's Global Smartwatch Shipments Tracker and was published on September 7th. The report for the second quarter of 2026 covers the months of April to June – the last full quarter in which only the Fall 2025 models were available for purchase.
These figures mark the starting point for the anticipated Apple Watch Series 12 and the Apple Watch Ultra 4, both of which are expected to be unveiled on September 9th. Apple's market position is significantly more stable compared to last year than a look at the overall market would suggest.
Key Facts at a Glance
- The global smartwatch market declined by 4 percent compared to the same quarter last year – the first decline in a year.
- Apple grew by 14 percent, reaching a market share of 20.1 percent, the strongest growth among the five largest providers.
- Huawei remains in the lead with 21.8 percent, but only grew by 1 percent; around 80 percent of the volume comes from China.
- Apple Watch Series 11 and Apple Watch SE 3 together account for over 80 percent of Apple's shipments.
- Counterpoint expects growth of only around 1 percent for the full year 2026, and then an average of 3 percent per year until 2030.
The gap to number one is halved
Apple and Huawei are closer together than they have been in a long time. A year ago, Apple had around 17 percent, Huawei almost 21 percent – a difference of 3.8 percentage points. Now it's 1.7 percentage points, and that's in a market that has shrunk overall.
| Brand | Share Q2 2026 | Change compared to previous year |
|---|---|---|
| Huawei | 21,8 % | +1 % |
| Apple | 20,1 % | +14 % |
| Imoo | 7,8 % | -3 % |
| Xiaomi | 6,1 % | -38 % |
| Garmin | 5,6 % | +11 % |
| Other providers | 38,5 % | -8 % |
Besides Apple and Huawei, only Garmin saw growth, with an 11 percent increase from a significantly smaller base. Xiaomi suffered the most severe decline, dropping 38 percent. The group of other brands also lost 8 percent – this group comprises the budget models that have driven the market in terms of volume for years.
Two models carry over four-fifths
The concentration within Apple's own product line is remarkable: the Apple Watch Series 11 and Apple Watch SE 3 together accounted for over 80 percent of worldwide shipments. The Apple Watch Ultra 3 and all older models combined made up less than a fifth.
This is interesting because Counterpoint specifically cites the blood pressure monitoring features as one of the reasons why customers should upgrade again in the future. The blood pressure notifications require at least an Apple Watch Series 9 or an Apple Watch Ultra 2 – the entire SE series is excluded, including the current SE 3. One of the two best-selling Apple models of the quarter therefore cannot offer the feature at all.
In Germany, this isn't a regulatory issue: Notifications have been enabled in more than 150 countries, including the EU, since the launch of watchOS 26 in September 2025. Apple itself explained how the watch handles this and why it doesn't display a measurement at the time of the launch.
China determines the ranking
The reason for Huawei's lead lies almost entirely in a single country. Around 80 percent of Huawei's global shipments came from China, and China achieved its highest ever share of global smartwatch sales at 38 percent.
The Chinese market grew by 7 percent, just behind North America, which saw slightly stronger growth. This increase was driven by a preference for domestic brands and a government subsidy program for consumer electronics. Among the five largest vendors, Apple also experienced the fastest growth in China – following a decline in the same quarter of the previous year.
Why the market as a whole is weakening
Counterpoint attributes the decline to two separate trends. In the budget segment, buyers are increasingly foregoing a successor because the devices only record a limited number of measurements. In the more expensive segment, users are holding onto their watches longer because they are waiting for announced new releases.
The second point directly concerns the coming days: Anyone who postponed getting a new watch in early summer will get their answer on September 9th at 7:00 PM CEST. The livestream can be followed in several ways.
The institute therefore expects growth of only around 1 percent for 2026. The longer-term forecast of 3 percent per year until 2030 is based on health and AI features: locally executed AI on the wrist, blood pressure monitoring, and the race for non-invasive blood glucose measurement. The same reasoning also supports the forecast of wearables sales reaching one trillion dollars by 2032.
The measurement is taken over a quarter without new models
Two things should be distinguished when reading such figures. Counterpoint counts the number of units shipped to retailers, while Apple itself reports only revenue and groups watches together with accessories and home products. Furthermore, the calendar quarter measured here, April to June, is Apple's third fiscal quarter, which the company reported on at the end of July – the same time period, two different metrics.
In practical terms, this means that the 14 percent represents a quarter in which Apple didn't introduce anything new and yet still bucked the trend with growth. This is the stronger statement because it's achieved without the effect of a new product – and it also explains why a cautious refresh of the Series 12 wouldn't be a risk for Apple. Anyone buying today is opting for a model that has been the best-selling in the series for a full quarter.
Are you deliberately waiting for the new generation – or would the Series 11, with its already available health features, be the more sensible choice for you anyway? Tell us in the comments what's important to you in your next watch.
