Apple Watch still leads global smartwatch sales

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According to the latest Counterpoint Research report on smartwatch shipments in the October – December 2020 period, Apple is still the undisputed leader in the segment. The market saw a 1.5% increase in total shipments compared to the same period in 2019 with Apple alone accounting for 40% of the overall pie. Samsung came in at second place with a 10% market share followed by Huawei with 8%. Fitbit (7%) and BBK group (6%) rounded off the top-five smartwatch brands.

The new report specifies that the Apple Watch Series 6 and Watch SE combined for 12.9 million sales in the last quarter of 2020. Samsung saw a strong performance from its Galaxy Watch3 while Huawei (and Honor) saw the strongest per year growth out of any brand.

Global Smartwatch Vendor Shipments (Millions of Units) CY ’19 CY ’20 Growth (YoY %)
Apple 28.4 33.9 19%
Huawei 8.7 11.1 26%
Samsung 9.1 9.1 -1%
BBK 7.2 6.6 -9%
Fitbit 6.2 5.9 -4%
Total 59.6 66.6 11.7%

Last month, Apple crossed the 100 million mark for its Apple Watch shipments. According to Counterpoint, the global smartwatch market is seeing a rise in average selling price (ASP) from brands like Apple, Samsung and Huawei. This trend is expected to continue in 2021.


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