The global smartwatch market is on track to bounce back by the end of 2025, according to Counterpoint Research. Shipments are forecast to rise 7% year-over-year, reversing the slump seen in 2024.
China is leading the charge, with its share expected to climb from 25% in 2024 to 31% in 2025. Brands like Huawei, Xiaomi, and Imoo are fueling growth thanks to government subsidies and strong local demand. Huawei, in particular, is driving momentum, while Apple is staging a comeback of its own.
Apple’s shipments jumped 23% in Q3 2025, ending seven straight quarters of decline. For the full year, shipments are projected to grow 12%. The push comes from the new Watch SE 3, which targets budget-conscious buyers, and the Watch Ultra 3, aimed at the premium crowd. Both models add fresh features like 5G support, satellite connectivity, and health tools such as hypertension alerts.
The industry is also seeing a wave of upgrades. AI-powered health analysis, coaching features, and MicroLED displays are making their way into more devices.
Even mid-range and entry-level watches are getting smarter sensors and AI-driven experiences, helping win back users who moved away from basic wearables.
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Analysts say this renewed focus on health, connectivity, and user value will keep the market growing through 2025.
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