Samsung continues its breakthrough, but remains far behind Apple

Samsung continues to grow in the smartwatch market and is now ahead of Huawei. However, Apple remains far ahead with its Apple Watch range.

The Samsung Galaxy Watch 5 Pro // Source: Chloé Pertuis for Frandroid

While this second half of 2022 is deeply marked by the release of many connected watches – the Galaxy Watch 5 and Galaxy Watch 5 Pro, the Pixel Watch and the future Apple Watch 8 – it is time to take stock of the main players present. .

If Samsung was lagging behind in recent years, the Korean manufacturer is picking up the slack, as reported by the analysis firm Counterpoint Research. In its latest report on the main players in the sector, the firm takes stock of the different market shares obtained by manufacturers of watches and connected bracelets during the second half of 2022. Data which therefore concerns sales volumes of watches and bracelets between April and June, before the renewal expected in the fall.

Samsung in strong growth

In concrete terms, the trend is clearly upwards on the side of Samsung, which has managed to climb to second place in the ranking and overtake Huawei. The Korean manufacturer has thus gone from 7.4% market share by volume in the second quarter of 2021 to 9.2% market share in the same period this year thanks to a sales growth of 40% year on year. the other. Logically, this growth is explained above all by the success of the previous generation of connected watches from the manufacturer, launched in the meantime. The Galaxy Watch 4 and Galaxy Watch 4 Classic were, for almost a year, the only connected watches to be equipped with Wear OS 3, the latest version of Google’s system.

For Huawei, the trend is reversed, since the firm went from 9.0% market share to 6.8% in the second quarter of 2021, despite a first position in the Chinese market and the launches of connected watches in rehearsal for over a year. We can mention the Huawei Watch GT 3 Pro, the Huawei Watch GT 3, the Huawei Watch 3, the Huawei Watch GT Runner or the Huawei Band 6, all launched between April 2021 and June 2022.

The evolution of the connected watches and bracelets market
The evolution of the connected watches and bracelets market // Source: Counterpoint Research

Among the other recognized players in the ranking, we can mention Xiaomi, which rose to sixth place in the ranking with 4.3% market share, tied with Garmin. Finally, it is Amazfit which comes to close the march with 4.1% market share, against 5.2% a year ago. Note, however, the disappearance of Fitbit from the top 8 and the arrival of more unknown manufacturers such as Noise and Fire-Boltt, two brands with a strong presence in India.

Apple still well ahead

Above all, the teaching of this new report concerns the untouchable status of Apple. Although the seven other places in this top 8 are subject to strong variations from one year to the next, the American manufacturer retains its first place with a very large lead and does not seem to tremble in the face of all these movements. The firm continues to largely dominate sales of connected watches with 29.3% market share in the second quarter of 2022, therefore ahead of Samsung’s second place by more than twenty points. If the firm’s market share has fallen since the same period last year – it was then 30.6% – Apple has however been able to take advantage of market growth – it has sold 13% more watches in the second quarter of 2022 than in the same period in 2021 — and increase its sales by around 8% in one year.


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