The International Data Corporation (IDC) has published its latest global wearable device market tracker, revealing a 4.3% year-over-year decline in wrist-worn device shipments during the second quarter of 2026. Total shipments reached 48.01 million units, combining both smartwatches and fitness bands.
Smartwatch and Fitness Band Shipments Decline Separately
Breaking down the figures, the global smartwatch market shipped 37.08 million units, a 4.2% decrease from the year-ago quarter. Meanwhile, fitness bands experienced a steeper drop of 4.7%, with 10.92 million units shipped worldwide. This decline indicates a slight contraction in the overall wrist-worn category despite ongoing product updates and promotions.
Huawei Maintains Lead with Diverse Product Lineup
Huawei continues to lead worldwide wrist-worn device shipments, supported by constant iterations in its Watch Fit series. The Fit 5 series, emphasizing lightweight design and advanced health and fitness tracking, was a key growth factor in Q2. Huawei also expanded its market reach with new releases like the HUAWEI WATCH Ultimate Design Star Diamond edition and children’s watches X1 and X1 Pro, broadening coverage across various user segments and reinforcing its competitive position.
Xiaomi Accelerates Wearable Portfolio Upgrade
Xiaomi made notable progress upgrading its wristwear lineup during the same period. The Xiaomi Band 10 Pro played a major role in enhancing the fitness band segment. On the smartwatch front, the REDMI Watch sustained the mass-market presence, while shipments of the Xiaomi Watch S5 series continued their upward trend. Additionally, the more premium Xiaomi Smartwatch 5 model strengthened Xiaomi’s push into higher-end wearables, indicating a strategic shift from scale-driven growth to product structure optimization.
Apple Watch Growth Driven by Aggressive Promotions
Apple’s wearable shipments remained under pressure in mature markets, but the company countered this with aggressive price promotions. These discounts helped sustain growth outside China’s 618 shopping festival, benefiting markets like Japan and Latin America. In Q2 2026, Apple Watch tapped into regional expansions and retail deals to offset softness in established areas.
Garmin and BBK Focus on Specialty and Regional Markets
Garmin launched its Forerunner 70 and 170 series in Q2, reinforcing its focus on professional running and multi-sport scenarios. By expanding price tiers, Garmin continued to expand its user base beyond specialized athletes. Meanwhile, BBK (parent company of brands like imoo) maintained dominance in China’s children’s wearable segment. New flagship products Z12 and Z9A targeted mid-to-high-end buyers, while global expansions into Southeast Asia and Europe accelerated BBK’s overseas presence.
IDC Highlights AI and User Value as Key to Future Wearable Growth
IDC’s analysis stresses that the next phase of wrist-worn device growth will not stem from hardware innovation alone. The success depends on translating hardware capabilities into tangible user benefits. AI chips can enable smarter watches, but only high-value user scenarios will motivate consumers to upgrade to AI-enabled wearables. Screenless bands are expected to serve as a niche supplement for users seeking distraction-free, lightweight devices with long battery life.
IDC advises manufacturers to avoid blindly duplicating AI watches, screenless bands, or subscription models. Instead, they should align growth strategies with their core strengths:
- Companies with strong hardware and ecosystem can leverage AI to drive device upgrades.
- Businesses possessing health data and algorithms should invest in screenless devices and ongoing service models.
- Those relying on large-scale hardware production should carefully assess subscription offerings that require sustained operational costs.
Source: ithome.com
