IDC: Global wrist device market shipments of 4.81 million units in the second quarter of 2026 fell 4.3% year-on-year

The Zhitong Finance App learned that according to the “Global Wearable Device Market Quarterly Tracking Report” recently released by International Data Corporation (IDC), the global wrist device market shipped 48.1 million units in the second quarter of 2026, down 4.3% year on year. The wristwatch market includes smartwatch and bracelet products. Among them, the global smartwatch market shipped 37.08 million units, down 4.2% year on year. The bracelet market shipped 10.92 million units, down 4.7% year on year.

Smartwatches ushered in the era of AI with end-side computing power?

In the past, the AI capabilities of smartwatches mainly relied on mobile phone collaboration and large models in the cloud. Watches were more responsible for data collection, voice entry, and presentation of results. With Qualcomm's release of Snapdragon Wear Elite, its first wearable platform with integrated NPU, in March of this year, AI chips are gradually becoming an important hardware foundation for smartwatches to enhance AI capabilities on the end side. At present, leading manufacturers have begun to lay out AI computing power solutions at different levels, from general AI computing power hubs to lightweight AI engines for specific functions, driving AI capabilities to sink further towards the watch side.

Among them, chips with general AI computing power hubs have more potential to undertake system-level AI task scheduling for the whole machine. Compared to relying on mobile phones or the cloud, end-side AI can not only bring lower response delays and higher energy efficiency, but also reduce sensitive data uploads, improve privacy, and combine multi-dimensional sensor data such as heart rate, sleep, and exercise to achieve more continuous user status perception. At the same time, stronger end-side computing power can support more complex AI models, enabling the watch to evolve from simple instruction recognition and data analysis to understanding the environment, user intent recognition, and comprehensive judgment of multi-dimensional data.

Hardware capabilities have begun to pave the way for AI upgrades in smartwatches, but whether AI can truly become a new driving force for market growth still depends on whether it can move from “enhanced functionality” to “creation of high-value scenarios.” Currently, the application of AI in smartwatches still faces challenges such as limited scenarios and limited interaction methods and model capabilities. In the future, only by forming an AI experience with sufficient high frequency, which is needed and different from mobile phones, can it truly be transformed into a new increase in the smartwatch market.

Are screenless products a new trend?

Whoop achieved rapid growth through its subscription service model, which attracted market attention. At the same time, screenless bracelets and smart rings have also become a rapidly developing form of screenless devices in the wearable market recently. Sensorless and undisturbed, lightweight, and long battery life have gradually become new requirements for some users. As more manufacturers enter, can screenless bracelets move from market segments to the general public?

From now on, screen-free bracelets still have the potential for further development and are expected to become an important addition to the wristband market. They are particularly suitable for users with advanced requirements for uninterrupted wear, lightweight, and long battery life. However, the core value of such products is highly dependent on software algorithms, data analysis, and continuous service, and the cost is not limited to the hardware itself. Whether using a one-time hardware sale or a paid subscription model, it is difficult to replace traditional bracelets in the short term and become a mainstream product for the mass entry market.

At the same time, Whoop's subscription model is not an inevitable business model for screen-less bracelets. Its applicability depends on the manufacturer's own product genes, health algorithms and data accumulation, software service capabilities, and existing business models. For vendors with advantages in health data and software services, the subscription model can generate long-term revenue through continuous service; for vendors with hardware sales or ecological distribution as the core, one-time hardware sales may be more in line with their user base and business model.

The performance of the top 5 manufacturers in the global wristband market in the second quarter of 2026

HUAWEI

In the second quarter of 2026, Huawei continued to lead the global shipment volume of wrist products. Huawei continues to iterate on the Watch Fit series. The Fit 5 series focuses on lightweight fashion and advanced sports and health, which became an important support for growth in the second quarter. At the same time, new products such as HUAWEI WATCH Ultimate Design Star Diamond Blossom and children's watch X1/X1 Pro have been launched intensively, covering various market segments, further consolidating the competitiveness of the wristband market through product line expansion and population segmentation.

Xiaomi (01810)

In the second quarter of 2026, Xiaomi accelerated the upgrading of the wristband product structure, and the Xiaomi Mi Band 10 Pro became an important help in upgrading the product line; the wrist-side Redmi Watch stabilized the basic market, and shipments of the Xiaomi Watch S5 series continued to rise, while the full smartwatch 5 further strengthened the high-end market and promoted the expansion of the wristband business from scale coverage to product structure upgrades.

Apple (AAPL.US)

In the second quarter of 2026, Apple Watch entered a wider promotion stage, and price stimulation became an important means for mature markets to maintain growth. In addition to the Chinese market maintaining a good performance during the 618 major promotions, markets such as Japan and Latin America have also benefited from growth in retail and channel promotions. While the growth of mature markets is under pressure, Apple Watch is still exploring growth through price strategies and regional market expansion.

Gia Ming

Garmin launched the Forerunner 70 and 170 series of new products in the second quarter of 2026, further strengthening the layout of professional sports fields such as running, while expanding into daily health, outdoor and multi-sports scenarios. Through iteration of new products to improve the coverage of different prices and crowds, Garmin continues to expand the user boundaries in the wristband market while consolidating its advantages in professional sports.

backgammon

With the Chinese market as its core, BBK continues to lead in the field of children's watches. New products such as the flagship Z12 and Z9A will be launched in the second quarter of 2026 to further strengthen the middle and high-end market layout. At the same time, we will rely on the imoo brand to actively expand overseas markets such as Southeast Asia and Europe, and accelerate the global layout while consolidating domestic advantages.

Summary: The structural transformation behind the market downturn

In the second quarter of 2026 and the second half of 2026, growth in the wristband device market remained under pressure. The triple growth engine that has driven the rapid expansion of the industry in the past few years — first purchase bonuses for new users, switching cycles driven by product iteration, and market expansion due to falling prices — has all entered a phase of slowing growth. Currently, the industry is seeking breakthroughs in two major directions: First, it relies on AI computing power on the end to enhance real-time sensing and active decision-making capabilities of devices, and promote the upgrading of smartwatches to intelligent centers for personal health management. However, the commercial value of this set of health scenarios still needs to be further verified. The implementation of monitoring functions for diverse signs such as blood sugar is expected to continue to drive users' actual usage needs. Second, the industry continues to innovate in unsensitive interaction and product forms, minimizes the physical wearing presence of wearable devices, and instead relies on continuously exported data values to establish user stickiness. Taken together, the core logic of the next stage of market competition will be based on a comprehensive restructuring of product value.

IDC's Views and Prospects

IDC believes that the next round of growth in the wristband market will not be driven by a single hardware innovation, but will depend on whether manufacturers can turn hardware capabilities into real user value. AI chips can solve the problem of “whether smart watches can have stronger AI capabilities”, and only high-value scenarios can truly solve the problem of “whether users are willing to exchange watches for AI”. Screen-less bracelets are more likely to be an incremental addition to traditional wrist wear to meet the needs of segmented users for undisturbed, lightweight, and long battery life. Therefore, manufacturers do not need to blindly copy AI watches, screen-less bracelets, or subscription models; they should choose the growth direction according to their own advantages: manufacturers with hardware and ecological advantages should prioritize exploiting the switching value brought by AI; manufacturers with accumulated health data and algorithms can further lay out screenless devices and continuous services; and manufacturers with a long history of hardware should carefully introduce subscription models that require long-term operation.