The global wearable band market is experiencing a powerful rebound in early 2025, with Xiaomi surging to the top spot for the first time in nearly four years.
According to new data from Canalys (now part of Omdia), the market grew 13% year-on-year in Q1 2025, totaling 46.6 million units shipped. This expansion is being fueled by renewed consumer demand and a low comparative base from early 2024. All three major categories—smartwatches, basic watches, and basic bands—saw positive growth, with the most substantial momentum coming from affordable, entry-level devices.
Xiaomi led the charge, shipping 8.7 million units, a 44% year-over-year increase. The company’s success stems from its revitalized Mi Band and Redmi Watch lines, enhanced through its new HyperOS platform. This unified software strategy has significantly boosted product integration across its expanding device ecosystem, particularly in cost-sensitive markets.
Apple followed closely in second place with 7.6 million units, marking a modest 5% increase. Although Apple took a conservative approach in Q1, expectations are high for the second half of 2025, when the company plans to launch a major update to commemorate the Apple Watch’s 10-year anniversary.
Huawei held on to third place, growing shipments by 36% to 7.1 million units. Its performance was bolstered by strong international traction for its GT and Fit models, supported by aggressive expansion of the Huawei Health app ecosystem.
Samsung posted the most dramatic growth of the top five vendors, jumping 74% to 4.9 million units. The Korean giant’s dual focus—targeting premium consumers with smartwatches and developing markets with affordable bands—paid off strongly in Q1.
Garmin rounded out the top five, growing 10% year-over-year with 1.8 million units shipped. The brand leaned into its loyal user base with upsell opportunities through the new Garmin Connect+ platform.
As hardware margins shrink, ecosystem strength and service integration are becoming critical to long-term competitiveness. Subscription-based models, AI-driven health features, and cloud-based fitness coaching are increasingly seen as differentiators. Vendors like Xiaomi and Huawei are doubling down on ecosystem development, while emerging players like Oura and Whoop are already leading with service-first strategies.
To remain competitive, vendors must carefully balance innovation with the core functionality consumers value most—price, battery life, and health tracking. With the market shifting rapidly, the ability to lock users into a broader ecosystem will define success more than ever before.
Read the full report from Canalys (now part of Omdia).