Samsung smartwatch sales jump 74pc, but Xiaomi and Apple stay ahead

WEB DESK: Samsung Electronics saw a sharp rise in smartwatch and fitness tracker shipments during the first quarter of 2025, though the gains were not enough to lift its global market position, industry data showed on Monday.

The South Korean company shipped 4.9 million wearable devices in the three months to March, up 74 per cent from the same period a year earlier, according to research firm Canalys. Its market share stood at 11 per cent, leaving it in fourth place globally, the same spot it held in Q1 last year.

The growth was fuelled by what analysts describe as a “two-track” strategy: pushing entry-level models such as the Galaxy Fit 3 and Galaxy Watch FE in emerging markets, while retaining loyal users through higher-end products like the Galaxy Watch Ultra.

Even with the surge in shipments, Samsung was unable to outpace rivals that also saw strong growth.

Xiaomi climbed to the top of the global rankings, shipping 8.7 million units and grabbing 19 per cent of the market. Much of its success came from the low-cost Redmi Band 5, which is priced around $30 and has gained traction in budget-conscious regions. The Chinese brand’s shipments were up 44 per cent from a year earlier.

Apple dropped to second place, despite a 5 per cent rise in quarterly shipments to 7.6 million units. The iPhone maker also captured 11 per cent of the market, matching Samsung’s share. Analysts say Apple’s position could improve in the second half of the year with the expected launch of the Apple Watch Series 11 and a refreshed version of the Apple Watch SE.

Huawei held third place, shipping 7.1 million devices and accounting for 15 per cent of global shipments — up 33 per cent from last year. The company’s continued growth is seen as significant, given its limited footprint in the US and other Western markets due to ongoing trade restrictions.

Garmin, known for its rugged wearables and focus on fitness enthusiasts, maintained a 4 per cent market share. The US-based firm increased shipments by 10 per cent year-on-year.

Samsung is expected to unveil new models, including the Galaxy Watch 8 and Watch 8 Classic, later this year. A second-generation Galaxy Watch Ultra may not be on the cards yet, with some reports suggesting only cosmetic changes, such as a new colour option, are likely.

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