According to the latest estimates from Counterpoint Research, the distribution of smartwatches in the world increased by 12% in 2022 compared to the previous year, despite a fall in the fourth quarter of 2% compared to the same period in 2021. This is the first negative quarter since the pandemic arrived in 2020.
Smartwatch market, the mid-range is suffering
This study shows in particular a polarization of demand according to prices. Thus, the distribution of models above $400 has more than doubled in 2022, while the mid-range has seen a decline. More precisely, the distribution of watches displayed at more than $400 increased by 129%, those at less than $100 by 34%. Between these two price levels, ie under $400, under $300 and under $200, sales drop.
Top 3 in smartwatch market
In the detail of manufacturers, Apple sees its market share grow by 17% between 2021 and 2022 to reach 34.1%, and generates 60% of the global turnover of the smartwatch market, consolidating its leadership on number 2 , Samsung. The Korean manufacturer, for its part, saw its deliveries increase by 12% with an overall market share stable at 9.8%, while Huawei's market share fell slightly, by 0.7%.
