The latest report from market research firm CounterPoint Research shows that the North American smartwatch market remained stable in the second quarter of 2025, with Apple's Apple Watch Series 10 retaining the top sales position for the fourth consecutive quarter with a commanding lead. Apple captured four of the top five spots in the TOP10 list, with its overall shipment share increasing by 2 percentage points compared to the same period in 2024, further solidifying its market dominance. This performance was primarily driven by the continued contribution of North America, Apple's largest smartwatch market, accounting for over half of its global shipments. Sales growth was also driven by the iOS user ecosystem and discount promotions across retail channels.
Apple's differentiated product line has been a key factor in its success. The flagship Series 10, with its comprehensive upgrades, remains the top choice for Apple fans, while the premium Ultra 2, with its professional sports features, maintains its position in the top five, reflecting rising demand for high-end smartwatches. Samsung held third place with its Galaxy Watch 7 and Ultra series, its market share primarily driven by promotional discounts exceeding $100 on platforms like Best Buy and Amazon. Notably, Garmin maintained its second-place position thanks to its loyalty among fitness enthusiasts, while the Google Pixel Watch 3 maintained its 1.4% market share.
This quarter's biggest surprise was the Amazfit Active 2, which debuted on the list. Priced under $100, this model boasts a 1.32-inch AMOLED screen, 2000 nits of brightness, and professional health monitoring features, making it a strong contender in the value-for-money market. Its inclusion on the list signals growing acceptance among North American consumers for high-spec entry-level smartwatches, injecting new dynamics into the market. With the back-to-school and holiday shopping seasons approaching, price wars and feature innovations among brands are likely to further reshape the competitive landscape.
