A new competitor emerges to challenge Samsung in the smartwatch segment

Apple and Samsung have long been the world's two biggest smartwatch brands, but a new competitor has emerged to challenge Samsung's position. Garmin gained ground in the second quarter of this year (Q2 2026), driven by enthusiasts and professional athletes.

The latest report from the market research firm Omdia reveals that while Samsung maintained its number two ranking in the global smartwatch market, its market share declined from 17% in Q2 2025 to 15% in Q2 2026.

The South Korean firm's market share could improve during Q3 2026, however, as it launched two new smartwatches, the Galaxy Watch 9 and the Galaxy Watch Ultra 2, last month. Both devices have received a positive response from reviewers, thanks to improved comfort, performance, and accuracy.

Apple remained the undisputed leader of the smartwatch market, cornering 46% of global shipments. However, its market share also decreased from 48% in Q2 2025.

Garmin ranked third with a 15% market share, falling marginally behind Samsung in terms of overall shipments. The company gained users by targeting athletes and advanced users who participate in outdoor activities like cycling, running, and triathlons. These consumers demand more accurate data and multi-day battery life, even if it means spending a premium on a smartwatch.

Huawei largely maintained its 7% share in the global smartwatch market, as its wearables still barely make a mark outside of China.