Financier №4 (40) 2025

Over the past decade, smartwatches have evolved from a niche product into a mass-market accessory. Their popularity surged in 2018, when global sales grew by 56% year on year to reach 45 million units. The momentum has continued: in 2024, global shipments increased by a further 25%. Today, around 5% of the world’s population uses a smartwatch, while in Europe and the United States, roughly one in four adults owns one.

Small Devices, Big Messages

Modern smartwatches are far more than simple accessories—they represent compact digital ecosystems worn on the wrist. Surveys indicate that around 80% of smartwatch owners use their devices to monitor health indicators. Most models include pedometers, heart-rate monitors, and sleep-tracking functions, while more advanced devices also offer ECG monitoring and blood oxygen level measurement.

The second most widely used feature is multi-channel communication. Approximately 79% of users view notifications on their watches, and 58% make phone calls. Increasingly, smartwatches are also becoming digital wallets.

Thanks to built-in NFC chips, users can make payments with a simple gesture via Apple Pay, Google Pay, Garmin Pay, and similar services. At present, around 30% of smartwatch owners use their devices for contactless payments.

Time Management

According to Counterpoint Research, Apple (AAPL) remains the global leader in the smartwatch market, accounting for around 30% of total shipments. Samsung and Garmin (GRMN) rank second and third, with approximately 9% and 6% of global sales respectively.

For Apple, smartwatches have become a core product line since the launch of the original Apple Watch in 2015. To date, cumulative sales have exceeded 240 million units. In June 2025, the company introduced the Watch Series 10, featuring continuous blood pressure and glucose monitoring. The launch sparked renewed investor interest, with Apple’s share price rising by 25% in the three and a half months following the announcement.

Samsung continues to expand its presence in Europe and North America. The Galaxy Watch 6 series—an updated version of which was released in late 2024—has become the best-selling model in the company’s history. Samsung shares have risen by 84% since the product’s launch.

Garmin, which maintains a strong position in the premium and sportswear segments, is also showing steady growth. The Fenix 8 and Forerunner 965 series have received high user ratings for tracking accuracy and battery life. Supported by these results, Garmin’s share price has risen by nearly 20% since the beginning of the year. This momentum is expected to continue as the company expands its product range and strengthens its position in the smartwatch market.

The experience of Apple, Samsung, and Garmin demonstrates that product innovation and smartwatch sales remain important drivers of investor interest in technology companies.

Who’s Next?

Analysts forecast that the global smartwatch market will grow at an average annual rate of 10–15%, reaching $94–95 billion by 2030.

As the market expands, competition is intensifying. Manufacturers from China and India—including Huawei, Xiaomi, and Fire-Boltt—are increasingly challenging established leaders. In early 2025, Huawei unexpectedly overtook Apple in smartwatch shipments. Although Apple subsequently regained its leading position, the episode underscored the market’s high level of dynamism. Investment in smartwatch manufacturers is already yielding returns. These devices have become firmly embedded in everyday life and are now a permanent fixture in the product portfolios of major technology companies, positioning the segment as a continued source of growth in the years ahead.