The global wearable device market is going through a transition phase as shipments decreased by 2% (Q2 2026) compared to the same period last year. Omdia’s latest report reveals this decline, but each segment still shows an interesting development pattern.
The wearable device market is now divided into two main directions, namely smart bracelets and premium smartwatches. This change occurred because consumers are increasingly inclined towards devices that are simple but complete with health functions, and have long-lasting batteries for all-day wear.
The smartwatch segment is still dominant with 6% growth, driven by premium models that offer health, fitness and lifestyle functions. This shows that premium branding strategies are increasingly becoming the main choice for manufacturers to maintain product appeal. On the other hand, demand for basic smart bracelets with screens decreased by 9%, while basic watches also decreased by 3%. This decline reflects the market weakness towards older models that provide less added value.
In the smartwatch market, Apple still dominates with a 46% share, slightly down from 48% previously. Garmin jumped to 15% from 11% last year, matching Samsung's decline from 17% to 15%. Huawei remained at 7%, while XTC (imoo) rose to 6%. This pattern shows that Apple continues to dominate the premium segment, while Garmin is gaining ground among users who want more accurate sports data.
In the smart bracelet market, Huawei emerged as the leader with an 18% share, up from 17% last year. Xiaomi fell to 17% from 19%, while Apple rose slightly to 16%. Samsung fell to 6% from 9%, while Garmin rose from 4% to 6%. This data shows that Huawei and Garmin are strengthening their positions, while Xiaomi and Samsung are starting to lose momentum.
More interestingly, screenless health trackers now account for over 15% in the basic bracelet category. They focus on key functions such as step counting, heart rate monitoring and connection to mobile apps. This trend shows that more and more users want a minimalist but useful experience for daily health monitoring.
