What is the most sold smartwatch brand

Smartwatches - statistics & facts

Apple overtook Fitbit and has led the wearable market ever since

Fitbit, a company that had long been the

leader in the wearables industry

in terms of unit shipments, lost its top position to Apple back in 2017 and was acquired by Google in 2021. Apple has been the industry leader in the wearables segment ever since, with almost

14 billion euros in revenue coming from the wearable segment

in early 2023. The industry is also awaiting new wearable device releases from Samsung in the coming years, with the company being one of the largest owners of

wearables patents

. One of the other most notable players targeting budget-conscious consumers in the smartwatch market is

Xiaomi

.

New competitors on the horizon

Apple is undoubtedly the brightest star in the soaring smartwatch industry, positioned as the

leading smartwatch vendor

, holding around one third of the market in 2022. Although Google entered the smartwatch market late with a product of its own, the Google Pixel Watch, it has still managed to establish itself as a significant player within the industry thanks to the success of the

Android

mobile operating system and Wear OS. With the acquisition of Fitbit and future Samsung watches carrying Wear OS, Google is likely to acquire a greater share of the smartwatch market in the near future. .

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Which smartwatch brand to buy in 2024

In our unique longevity and customer satisfaction survey, we've asked more than 15,614 people, including Which? members and members of the public, to tell us whether they're happy with their smartwatch and if they've experienced problems, so you can see which brands are worth choosing.

You might be surprised to learn that Fitbit was the smartwatch brand that developed the most faults within six years of ownership, out of the nine big brands included in our survey. Broken straps and battery life getting significantly worse over time were the most common faults reported by Fitbit owners, and by all survey respondents who owned a smartwatch from any brand.

Devices freezing, control buttons no longer working, watches no longer syncing properly with phones, and straps breaking were other commonly reported smartwatch faults.

Discover thebest smartwatches

Smartwatch brands rated

Which? members can log in to see the scores and star ratings each smartwatch brand earned in our latest survey. Not yet a member? Join Which? now to get instant access to all of our reviews.

Table notes: The customer score, proportion faulty and proportion repaired or replaced are based on a survey of 15,614 people who own smartwatches, conducted in March 2023. n/a means there isn't enough data. The proportion repaired or replaced is based on products bought in the past six years.

Fortunately, smartwatches are a fairly reliable bunch of products: only 7% developed a fault within six years. Security updates are just as important, though, as a device that's no longer supported could expose you to hackers. Find out which smartwatch brands offer the longest security support periods.

The most common smartwatch faults

We reveal which faults smartwatches are most susceptible to, so that you know what to watch out for.

Which smartwatch brands are seen as best value for money?

Cheap doesn't necessarily equal value for money, but expensive smartwatches might not justify their high prices. Which? members can find out which brands are considered worth the spend by owners.

Which smartwatch brands are best at repairs?

We reveal which brands provided a good service when customers contacted them about repairs, and which ones left customers feeling frustrated.

If your smartwatch is beyond repair, our guide to buying the best smartwatch can help you select a new one. Or to complain to a manufacturer, use our guide to your rights for getting a refund, repair or replacement on a faulty product.

How we calculate the best smartwatch brands

Which? has a wealth of information on Britain's favourite brands. Every year we ask Which? members to tell us about the tech they own from how likely they would be to recommend a brand to how reliable the products are once they get them home.

This year, 15,614 people, including Which? members and members of the public, told us about more than 54,567 individual products, including 3,471 smartwatches.

• We calculate our customer score based on whether customers would recommend each brand and their level of satisfaction.
• We also evaluate which brand's smartwatches developed the most faults in the first six years.

Our surveys, combined with our extensive lab tests, mean we can recommend the best smartwatch to buy.

Find out more about how we test smartwatches.

Head to our smartwatch reviews

We test smartwatches for large and small budgets, for people wanting a hi-tech watch with lots of health and sports features and for people just wanting a more simple device to help them stay connected. Our scores take into account what matters to buyers, including battery life and accuracy of the stats recorded. Use the links below to read reviews of models from each of these smartwatch brands:

Smartwatch Market Share: The Worlds Top Brands

Technology has come a long way in a short amount of time. Just think, not that long ago, people were using clunky cell phones the size of bricks, and now our smart wearable devices do everything but make coffee for us.

As the popularity of smartwatches grows, more and more companies are releasing their own versions of the device. But who has the largest smartwatch market share? And which smartwatches are selling the most? Thats what we set to find out in our market analysis today. Read on!

The US Smartwatch Market Overview

Well start with a short overview of the current trends in the US market. Smartwatches are incredibly popular in the US, and the market is growing at an impressive rate. In 2021, sales of smartwatches in the US surpassed $11.5 billion, up from $10.5 billion in 2020. According to this data, 11% of Americans own a smartwatch.

The strong market growth in the US can be attributed to several factors, including the increasing popularity of fitness tracking and the rise of new entrants such as Apple and Samsung. In addition, the launch of 5G networks is expected to boost overall sales as 5G-compatible smartwatches will become more widely available.

Now, let's see which smartwatch manufacturers have the most significant chunks of the US smartwatch market share. This is the top five list of smartwatch brands in the US:

1. Apple - 46%
2. Fitbit - 38%
3. Samsung 16%
4. Garmin - 8%
5. LG - 7%

Apple - The Market Leader

It comes as no surprise that Apple is such a dominant smartwatch manufacturer. The iPhone maker has become almost synonymous with mobile devices, no matter if theyre smartphones or, in this case - smartwatches.

The company's smartwatches - the Apple Watches as theyre called - are known for their sleek design, robust features, and seamless integration with the iPhone.

That final part is the crucial selling point of these devices, the whole out-of-the-box experience a customer gets when buying an Apple Watch.

Fitbit - A Popular Choice for Fitness Enthusiasts

Fitbit is a well-known name in the fitness tracking space, and its smartwatches are a natural extension of this business. Fitbit's market share is nowhere near Apples, but the company manufactures the official Google Pixel smartwatch. Fitbit also has several smartwatch devices for customers on a budget, making it a good entry option.

Samsung - The First Mover in the Smartwatch Ecosystem

Samsung has the third biggest US smartwatch market share. It was one of the first companies to enter this market and has been able to maintain a reasonable presence in the US market. Samsungs smartwatch brand is called Galaxy Watch, and, just like Apple, it offers various versions for different consumers.

The biggest strengths of these devices are their stylish design, impeccable build quality, and compatibility with Android and iOS devices.

Garmin - A Leader in GPS Technology

Garmin is one of the most well-known companies in the GPS business. If you have a GPS in your car, it was likely manufactured by this company. Garmin's smartwatches are popular among athletes and outdoors enthusiasts due to their GPS tracking capabilities. In addition, Garmin's smartwatches are compatible with both Android and iPhone devices.

LG - A Former Leader in Mobile Business

LG Electronics has been in the market for more than half a century. Like Samsung, it has also entered the smartwatch market at some point with its line of minimalistic and super stylish devices. Unfortunately, LG has completely abandoned its mobile business, leading to a massive drop in its share. You might find some of its remaining smartwatches in the wild, but theyve become a rarity nowadays.

Global Smartwatch Market Share

While the US market is growing rapidly, it's important to remember that the global smartwatch market size is even larger. In 2021, the market grew by an impressive 24%, primarily thanks to sub-$100 watches that have flooded the market and proved very popular with customers.

Apple again takes the lead in market share, followed by Samsung and Huawei. These three companies accounted for nearly 50% of global smartwatch shipments in 2021.

Here's how the global leaderboard looks right now:

1. Apple - 30.1%
2. Samsung - 10.2%
3. Huawei - 7.7%
4. Imoo - 5.2%
5. Amazfit - 5.1%

The global list is somewhat different from the US one, so let's take a deeper look and see what makes these manufacturers stand out.

Huawei - A Rising Smartwatch Star

While Huawei isn't as well-known in the US, the company is one of the smartwatch market leaders in Asia in Europe. Huawei's smartwatches are popular due to their affordable pricing and durability that matches Samsung devices. Unfortunately, due to the ban in the US after some controversies, Huawei has very limited market reach.

Imoo - A Smartwatch for Kids

If you're looking for a smartwatch to go along with your childs new smartphone, then Imoo is one of the best options on the market. The company's smartwatches are designed for kids aged 6-12 and come packed with features like GPS tracking, messaging, and even a camera.

Amazfit - A Budget Smartwatch Option

Amazfit is a smartwatch brand owned by Xiaomi-backed Zepp Health. The company's smartwatches are popular due to their low price point and wide range of features. However, Amazfit's smartwatches are only compatible with the Android operating system.

The Best-Selling Smartwatches

Now that weve seen how the market is divided and who leads the charge lets take a quick look at the smartwatch sales. Unsurprisingly, this list is mainly dominated by Apple and Samsung.

1. Apple Watch Series 7
2. Samsung Galaxy Watch 4
3. Samsung Galaxy Watch Active 2
4. Samsung Galaxy Watch 3
5. Apple Watch SE
6. Garmin Venu 2
7. Tag Heuer Connected
8. Fitbit Versa 3
9. Apple Watch 3
10. Fitbit Sense

What Does Apple's Dominance Mean for Consumers?

Weve already seen how big the Apple Watchs market share is. These devices are the best sellers for a reason, but theres a looming question - what does it mean for the global market and the consumers?

Apple's dominance over other smartwatch market vendors is mostly good for consumers. Apple is known for making high-quality products that are user-friendly and reliable. So, when you buy an Apple smartwatch, you can be confident that you're getting a great product.

On top of that, Apple's impressive sales of smartwatches have led to a large ecosystem of apps and accessories. This makes it easy to find the apps and accessories you need to get the most out of your smartwatch.

The downsides? First and foremost, having a single company keeping the majority stake in the entire industry is a monopoly of sorts. This leads to less consumer-friendly practices like higher price points, removal of the right to repair, and loss of innovation over the upcoming generations of devices.

What Does the Future Hold for Smartwatches?

The market for smartwatches has a bright future. As weve mentioned in the opening paragraphs, the market is growing and expected to keep pace throughout the upcoming years as more people purchase smartwatches.

A few factors are driving this growth. First, the prices of smartwatches are falling, making them more accessible to a broader range of consumers. In addition, the features and capabilities of smartwatches are constantly improving. More and more people are finding uses for smartwatches in their everyday lives.

After all, these days, we use mobile devices for most tasks weve previously done on our desktop computers.

Its also no secret that the COVID-19 pandemic improved the market share of smartwatches and the overall demand for these devices. The reason is that people looked for ways to avoid touching shared surfaces like door handles and ATM buttons, and smartwatches, like mobile phones, could automate many actions to reduce exposure to the virus.

Even after the pandemic was put under control, many people simply got used to the convenience of a smartwatch, and its now become one of the hottest tech items to own.

So, what does the future hold for smartwatches? More market growth, more features, and more use cases. It's an exciting time to be a smartwatch user!