Huawei has overtaken Apple as the world’s largest smartwatch seller in Q2 2025, shipping 7.2 million units compared to Apple’s 5.8 million, as consumers increasingly opt for more affordable alternatives.

According to Counterpoint Research, global smartwatch shipments rose 8% year-on-year to 34.4 million units in the April-June period, with Huawei surging 53% to capture 21% market share while Apple fell 3% to 17% share, marking its seventh consecutive quarter of decline.

Huawei’s success stems largely from aggressive pricing, with its smartwatches averaging USD $227 (approximately $340) compared to Apple Watch’s USD $413 (approximately $620) average price.

The nearly 50% price difference has resonated with cost-conscious consumers globally.

In Tokyo electronics stores, customers express satisfaction with the value proposition.

“I didn’t think I’d get change back from 10,000 yen [$100] I paid with,” said a business owner in his 60s after purchasing a Huawei smartwatch.

“The screen is nice and the battery life is good. I think it will help me manage my health.”

Chinese manufacturer Xiaomi claimed third place with 9% market share, followed by Samsung at 6%, reflecting broader Chinese dominance in the affordable smartwatch segment.

Huawei’s appointment of Japanese actor Takuya Kimura as brand ambassador in April has helped overcome traditional Japanese reluctance toward Chinese brands.

Bic Camera staff report increased purchases by customers aged 40-70 who were previously hesitant about Chinese products.

The GT 5 Pro series has attracted golf enthusiasts with features including course guidance and carry distance measurement, while blood pressure monitoring models proved popular as gifts for Japan’s Respect for the Aged Day holiday.

Yodobashi Camera staff note that “some people in their 30s and 40s buy Huawei smartwatches even though they have iPhones,” indicating brand loyalty erosion even within Apple’s ecosystem.

Beyond price, Huawei offers practical advantages over the Apple Watch.

Battery life extends multiple days compared to Apple Watch’s typical one-day duration, addressing a persistent complaint among users.

Huawei also provides both square and round display options, whereas Apple maintains only square designs.

While Apple Watch retains advantages in contactless payment integration, the functionality gap continues narrowing.

Apple watches remain popular with teens and twenty-somethings, though older demographics increasingly favour alternatives.

The shift reflects broader trends in consumer electronics where Chinese manufacturers leverage cost advantages and rapid feature development to challenge established leaders.

China’s smartwatch market boom, supported by government upgrade subsidies, provides Huawei with a strong domestic base for global expansion.

“With China leading the rapid growth in the smartwatch market, Huawei smartwatch shipments are rising in Europe and elsewhere as well, so its share seems likely to grow,” said Yoshio Tamura at Counterpoint Research.

For Apple, the seventh consecutive quarterly decline suggests the Apple Watch Series 11 launch this month faces pressure to reverse momentum.

Some April-June purchases were likely delayed pending the new release, potentially understating Apple’s underlying demand.

In Australia, where the Apple Watch Series 10 starts at $649 and can exceed $1,299 for cellular models with premium bands, Huawei’s pricing advantage could prove compelling.

However, Huawei faces distribution challenges in Australia following government restrictions on its telecommunications equipment.

The smartwatch market shift mirrors broader patterns in consumer electronics, where functionality convergence allows lower-priced alternatives to capture share from premium brands, particularly during economic uncertainty when consumers prioritise value.