The global market for wrist-worn devices, encompassing smartwatches and fitness bands, has demonstrated robust growth in 2025, driven by technological innovation and strategic market expansion. According to the latest data from the International Data Corporation (IDC), the competitive landscape is shifting, with Chinese manufacturers making significant strides. This analysis delves into the key trends, major player performances, and future projections for this dynamic sector, highlighting how companies are navigating the transition from volume to value competition.
Global Market Overview and Growth Trajectory
The global wrist-worn device market maintained a strong growth trajectory in the first three quarters of 2025, with total shipments reaching 150 million units, a notable 10.0% increase year-over-year. This growth was not uniform across product categories, revealing distinct consumer trends. The smartwatch segment, which forms the bulk of the market, saw global shipments of 120 million units, growing at a steady 7.3%. In contrast, the fitness band category experienced a more vigorous resurgence, with global shipments climbing 21.3% to 32.86 million units, indicating a renewed interest in affordable, focused health-tracking devices.
2025 Q1-Q3 Global Wrist-Worn Device Shipments
- Total Global Shipments: 150 million units (+10.0% YoY)
- Total China Shipments: 58.43 million units (+27.6% YoY)
Market Breakdown:
- Global Smartwatches: 120 million units (+7.3% YoY)
- China Smartwatches: 40.04 million units (+21.8% YoY)
- Global Fitness Bands: 32.86 million units (+21.3% YoY)
- China Fitness Bands: 18.39 million units (+42.5% YoY)
Huawei Secures the Top Spot with Strategic Upgrades
Huawei emerged as the global leader in wrist-worn device shipments for the first three quarters of 2025. Its success was significantly bolstered by the third-quarter launch of the Watch GT 6 series. These new models represented a comprehensive upgrade, featuring the HarmonyOS 6.0 operating system and proprietary Kirin chipsets. Key improvements included enhanced screen brightness, superior battery life, and more advanced health and fitness tracking capabilities, such as emotional stress monitoring and HRV analysis. Beyond product innovation, Huawei accelerated its overseas expansion, leveraging local retail partnerships and promotional strategies like interest-free installment plans to gain market share in regions outside China.
Xiaomi's Meteoric Rise Driven by Value Proposition
Xiaomi distinguished itself as the fastest-growing brand among the top five global vendors, shipping 27.9 million units in the reported period. Its strategy centered on dominating the entry-level market with high-value products. The Xiaomi Smart Band 10 and Redmi Watch series were pivotal to this success, offering a compelling mix of features at accessible price points. This approach resonated strongly in key growth markets including China, Latin America, and Southeast Asia. Xiaomi effectively utilized its extensive smartphone retail network to create a synergistic ecosystem, bundling wearables with other devices to amplify its market presence.
2025 Q1-Q3 Global Vendor Rankings & Performance
- Huawei: Ranked 1 globally. Key product: Watch GT 6 series (HarmonyOS 6.0, Kirin chip).
- Xiaomi: Fastest growth in Top 5. Shipped 27.9 million units. Key drivers: Xiaomi Smart Band 10, Redmi Watch.
- Apple: Launched 5G-capable S11, SE3, Ultra 3 models. Leverages iOS ecosystem.
- Samsung: Reversed H1 decline with Galaxy Watch 8 series launch.
- BBK (Imoo): Leader in China children's watch market; expanding to Southeast Asia & Europe.
Apple and Samsung Adapt to Evolving Competition
Apple reinforced its position in the premium segment by introducing 5G cellular connectivity across its new Apple Watch S11, SE3, and Ultra 3 models in Q3 2025, effectively ushering the smartwatch category into the 5G era. While maintaining a stronghold through its integrated iOS ecosystem and brand loyalty, Apple responded to intensified competition by employing more aggressive sales tactics, including increased trade-in offers and discounts in various global markets. Samsung, after a sluggish first half of the year, successfully reversed its fortunes with the simultaneous launch of the Galaxy Watch 8, Watch 8 Classic, and Watch Ultra. This refreshed portfolio, catering to diverse user preferences, drove a return to year-over-year shipment growth for the Korean giant.
The Chinese Market: A Hotbed of Innovation and Expansion
The Chinese market outperformed the global average dramatically, with wrist-worn device shipments surging 27.6% to 58.43 million units. Smartwatch shipments grew 21.8% to 40.04 million, while the fitness band segment exploded with 42.5% growth, reaching 18.39 million units. Beyond the adult market, BBK's Imoo brand maintained its leadership in the specialized children's smartwatch segment. Having solidified its domestic dominance, Imoo is now strategically expanding into overseas markets, beginning with Southeast Asia and Europe, indicating the export of a successful business model.
2026 China Market Forecast (IDC)
- Total Forecast Shipments: 79.58 million units (+5.1% YoY)
- Adult Smartwatches: 37.47 million units (+8.2% YoY)
- Children's Watches: 17.91 million units (+5.4% YoY)
- Fitness Bands: 24.21 million units (+0.4% YoY)
Future Outlook and the Shift to Value Competition
IDC forecasts continued growth for the Chinese wrist-worn market in 2026, with shipments expected to reach 79.58 million units, a 5.1% increase. The adult smartwatch and children's watch segments are predicted to grow at 8.2% and 5.4%, respectively. Industry analysts note that the market is entering a new phase of "value competition." Simply releasing new models is no longer sufficient. Manufacturers are now compelled to identify and cultivate the next major value drivers. This pursuit involves deepening health monitoring functionalities, integrating practical AI applications, and incorporating advanced connectivity technologies like 5G and satellite communication. Furthermore, tapping into new consumer generations and penetrating lower-tier cities are viewed as critical strategies for unlocking long-term, sustainable growth in the years to come.