Global smartwatch market shipments grew by 4% year-over-year in the first quarter of 2026, yet Samsung’s Galaxy Watch series experienced a significant 28% decline in shipments during the same period. According to data from Counterpoint Research, Samsung’s global market share dropped to 5%, down from 7% in the first quarter of 2025, even as competitors including Apple, Huawei, and Xiaomi reported shipment growth.
Why Did Samsung’s Market Share Decline?
The decline in Samsung’s market share reflects shifting consumer preferences and intensified competition in the premium wearable sector. While the broader industry saw a 4% increase in shipments, Samsung’s 28% drop highlights a disconnect between its current product cycle and market demand. Analysts at Counterpoint Research attribute this performance gap to the timing of product launches and the increased aggressive pricing strategies from Chinese manufacturers. Unlike Samsung, which faced a lul in its release schedule, competitors like Huawei and Xiaomi captured volume by expanding their presence in both domestic and international markets.
How Do Competitors Compare in the 2026 Market?
Other major players in the wearable space saw positive growth during the first quarter of 2026. Apple led the sector with a 21% increase in shipments, a surge driven by strong demand in China and Europe alongside the continued performance of the Watch SE 3.
Other manufacturers also maintained momentum:
- Huawei: Reported a 12% growth in shipments.
- Xiaomi: Recorded a 9% increase in shipments.
- imoo: Experienced a 2% growth, primarily through its focus on the children’s smartwatch segment.
In contrast, the “Others” category—which includes brands like Google—saw a 3% decline, suggesting that the pressure on market share is not exclusive to Samsung but is most pronounced for the South Korean manufacturer.
What Is Next for the Galaxy Watch Series?
Samsung faces an immediate challenge to regain market share as it prepares for its next hardware cycle. The company is expected to launch the Galaxy Watch 9 in July 2026, alongside new foldable smartphone models. Historically, Samsung uses these summer launch events to refresh its wearable lineup and drive consumer interest through ecosystem integration. Whether the new hardware can reverse the 28% shipment decline depends on its ability to offer distinct health-tracking features and battery life improvements that differentiate it from the competitive offerings currently gaining traction in the European and Asian markets.
Market Performance Overview (Q1 2026)
| Brand | Shipment Performance (YoY) |
|---|---|
| Apple | +21% |
| Huawei | +12% |
| Xiaomi | +9% |
| Samsung | -28% |
The 2026 market data underscores the volatility of the wearable sector. While the global market shows resilience with 4% growth, brand loyalty remains tied to the frequency and appeal of new product releases. Samsung’s upcoming July event serves as a critical indicator of whether the company can stabilize its position against the rapid growth of its primary competitors.