Huawei Overtakes Apple to Lead Global Smartwatch Market for the First Time

Counterpoint Research reported on August 29 that Huawei’s smartwatch shipments rose by 52% year-on-year in the second quarter of 2025, capturing a 21% share of the global market. This milestone marks the first occasion on which Huawei has surpassed Apple, which saw its share decline to 17% after seven consecutive quarters of shipment decreases. Xiaomi (01810.HK) followed in third place with a 38% increase in deliveries and a 9% market share, while Xiaotiancai, focused on the children’s segment, expanded shipments by 21% to secure a 7% share. Samsung’s volumes slipped by 3%, leaving the company in fifth position.

Huawei’s achievement is especially notable given that the vast majority of its smartwatch sales occur within the Chinese market, whereas Apple Watch enjoys a truly global distribution. Central to Huawei’s success is a product portfolio that spans every price tier, from entry-level bands to premium flagship timepieces. Its top-of-the-line models, priced between RMB 2,699 and RMB 23,999, include the WATCH Ultimate and WATCH series, which support two-way BeiDou satellite messaging, 100-metre free-diving certification, and integrated golf course maps. Positioned in the mid-range, the WATCH GT and WATCH FIT series offer features such as heart-rate monitoring, sleep analysis, and a variety of fashion-forward color options, appealing strongly to younger consumers. At the more accessible end, offerings priced from RMB 209 to RMB 999—encompassing both smart bands and children’s watches—extend Huawei’s reach into price-sensitive segments.

This tiered approach has given Huawei an advantage in balancing price competitiveness with feature diversity. By contrast, Apple’s smartwatch lineup, which spans RMB 1,999 to RMB 6,799, remains more streamlined, comprising only the Series, SE, and Ultra models. Huawei has complemented its product strategy with an expansive distribution network. Its “Thousand Counties, Ten Thousand Stores” initiative has grown to over 30,000 offline outlets across China, including many third- and fourth-tier cities where Apple has minimal penetration. Abroad, Huawei has accelerated store openings and counter installations in Europe, the Middle East, Africa, and the Asia-Pacific, reaching more than 62,000 points of sale in over 170 countries and regions by the end of Q2 2025. Key tactics include participation in 5G infrastructure projects, the establishment of product experience zones, and partnerships with local dealers.

In June, Huawei unveiled the WATCH 5 series, introducing the “X-TAP Sense Window” feature that combines ECG, PPG optical heart-rate sensing, and tactile feedback. By placing a finger on the designated sensor area, users can generate a report of nine vital health metrics—such as heart-rate variability and arterial stiffness—in just one minute. The watches also offer automatic blood-oxygen monitoring at high altitudes, real-time altitude and oxygen saturation readings, risk alerts, and guided breathing exercises. Some models even claim mood detection capabilities, with anecdotal reports suggesting accuracy in tracking stress-related physiological indicators like digestion.

Apple, maintaining an annual update cycle, has faced criticism for incremental improvements. Last September’s Apple Watch Series 10 was promoted as the thinnest model to date but replaced its predecessor’s ceramic back with aluminum and removed fast-charging functionality to comply with new wireless-charging standards—resulting in slower charging speeds. Battery life, particularly on the entry-level SE model priced at RMB 1,999, remains a frequent user complaint, as 18-hour endurance requires nearly daily charging. Furthermore, the mainland-China version of Apple Watch restricts features such as sleep-apnea detection to Series 10, Series 9, and Ultra 2 models, with full functionality accessible only through purchases in Hong Kong or Macau. Considering previous rollout timelines for ECG features, it could take another two to three years before such capabilities receive approval in the domestic market, whereas Huawei already offers comparable functionality across multiple tiers.

Despite Huawei’s hardware innovations, many consumers still prefer the fluid user experience and extensive app ecosystem of the Apple Watch. Huawei’s HarmonyOS, built on a microkernel architecture, prioritizes cross-device collaboration, while Apple’s closed-architecture approach in iOS and watchOS grants applications direct access to hardware resources, delivering smoother performance. The Huawei AppGallery for smartwatches remains relatively limited to utilities and light-entertainment titles, whereas Apple’s App Store supports over 50,000 watch-compatible apps in areas such as healthcare, finance, productivity, and real-time market data.

Competition is set to intensify with both brands preparing new launches next month. Huawei’s WATCH GT6 series has obtained domestic radio certification and is expected to debut on September 19 alongside the Mate XTs foldable smartphone, featuring Starflash connectivity and color options such as Glimmer Gold, Flowing Purple, and Saddle Brown. Meanwhile, Apple is gearing up to mark the tenth anniversary of its smartwatch line with the Apple Watch Ultra 3, expected at the September 10 event to enhance outdoor performance through satellite communication and advanced GPS. The updated Apple Watch SE 3 may also introduce sleep-apnea monitoring, leveraging its lower regulatory barriers.

Although Huawei has claimed the top global market share for the first time, the margin over Apple stands at just 4 percentage points. With Apple poised to deliver a strong lineup next month, Huawei’s ability to sustain its lead will face a rigorous test.