Apple Watch Shipments Jump 21% as Global Smartwatch Market Grows 4%

Global smartwatch shipments saw solid growth in the first quarter of 2026, driven heavily by strong demand for Apple's latest wearable lineup and a recovery in the China market.



According to Counterpoint Research, overall global shipments climbed 4 percent year over year. Apple easily outpaced the broader market, posting a 21 percent jump in shipments to secure the fastest growth among the top 10 brands. The surge helped the company capture a leading 23 percent share of the global market.


North America accounted for more than half of Apple's total smartwatch volume, but the fastest growth occurred in China and Europe. Analysts attribute the strong performance to the successful rollout of the company's refreshed portfolio. New health tracking capabilities on devices like the Apple Watch Series 11, combined with the more accessible Apple Watch SE 3, helped attract a wave of new buyers during the quarter.

The average selling price for smartwatches across the industry increased by 6 percent. Counterpoint attributes the rise to improved sensors and advanced technologies that support health monitoring and AI features. Consumer migration from basic smartwatches to more advanced models in emerging markets such as India also contributed to the increase.

Outside of Apple's ecosystem, China smartwatch shipments grew 15 percent year over year, driven by Huawei's strong local presence, growing demand for health-focused features, and continued government electronics subsidies. Recent memory shortages and broader macroeconomic pressures could slightly slow smartwatch market growth in 2026. Even so, the impact is expected to be less severe than in other consumer electronics categories because premium smartwatches carry relatively high margins and lower bill-of-materials costs.