HUAWEI has surpassed Apple in global smartwatch shipments for the first time. According to a new report from Counterpoint Research, HUAWEI’s shipments surged by 52% in the second quarter of 2025, while Apple’s declined by 3% in the same period. This shift marks a significant change in the wearables market.
How HUAWEI Took the Lead
HUAWEI’s success is largely attributed to its strategic focus on the Chinese market, which now accounts for over 75% of its shipments. The company has appealed to a broad consumer base with a diverse portfolio of watches, offering a wide range of prices from affordable fitness trackers to high-end smartwatches. This wide availability, combined with strong integration within its own smartphone ecosystem, has driven its significant growth.
Why Apple’s Shipments Declined
Apple’s shipments have now dropped for the seventh consecutive quarter. Despite this, the company still leads the premium smartwatch market. Its focus on this high-end segment, combined with a decline in overall demand in key markets like North America, has led to a drop in its total shipment volume.
The Broader Market Context
The global smartwatch market as a whole grew by 8% in Q2 2025, showing a strong recovery. This growth, however, is being led by Chinese brands like HUAWEI and Xiaomi. This trend suggests that consumer demand is shifting toward multi-functional devices that offer both innovation and value, a space where HUAWEI has a clear advantage.
The report says HUAWEI shipped more watches, but Apple still leads the premium market. Which is the more significant win?
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