Huawei is now the top brand in wrist-worn device shipments, according to IDC’s latest report.
The global market for wrist-worn devices, including smartwatches and fitness bands, saw a slight decline in 2024.
Shipments totaled 139 million units in the first three quarters, down 1% from 140.5 million last year. Despite this, Huawei surged ahead, overtaking Apple to claim the top spot.
Huawei shipped 23.6 million units, a 44.3% increase from last year. This growth was driven by popular devices like the Watch GT 5, GT 5 Pro, and Watch D2, and Huawei’s focus on regional markets such as Asia-Pacific, the Middle East, and Africa.
Fitness Bands on the Rise
While smartwatch shipments dropped 3.8% to 112.2 million units, fitness bands grew by 12.7%, reaching 26.8 million units. Huawei’s success came from tapping into both markets, while Apple’s premium-only strategy limited its reach.
Apple remains the leader in pure smartwatch shipments, thanks to the Apple Watch Series 10. However, the lack of fitness bands in its lineup hurt its overall numbers.
Samsung and Others Gaining Ground
Samsung took fourth place, growing its shipments by 24.3%. Its Galaxy Watch 7 series and affordable Galaxy Fit3 wristbands appealed to a wide range of buyers.
Xiaomi and BBK Electronics (OPPO, OnePlus, Vivo) also saw growth of over 25%, focusing on affordable wearables for emerging markets.
Meanwhile, smaller brands struggled. The “Others” category saw a 20.3% drop, signaling a shift toward major players dominating the market.
China Leads Growth
China was the largest market for wrist-worn devices, with 45.8 million shipments, up 20.1% year-over-year. This growth offset declines in markets like India and the U.S.
As competition heats up, companies are expected to innovate with new designs and features to attract buyers. The slight dip in overall shipments may push brands to rethink their strategies for 2025.
