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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