Wearable market splits between premium sports watches and screenless bands

Global wearable band shipments fell 2 per cent year on year in the second quarter of 2026, but the overall decline concealed a widening divide in consumer preferences, according to the latest estimates from research firm Omdia. The research firm said consumers were increasingly choosing either minimalist, screenless trackers designed for continuous use or more sophisticated sports-focused smartwatches offering advanced features, greater accuracy and longer battery life. Smartwatch shipments rose 6 per cent during the quarter, driven by demand for advanced sports models, while newly launched screenless basic bands also gained momentum. The broader basic band category, however, declined by 9 per cent as major manufacturers adjusted their product launch schedules and lifecycles. Basic watches also fell 3 per cent, with Omdia pointing to weakening consumer interest and a particularly notable slowdown in India, where earlier increases in shipments did not continue into 2026. “The second-quarter wearables market is splitting into two clear winners,” said Jason Low, research director at Omdia. “Consumers want either minimalist, screenless trackers they can wear 24/7 or feature-rich sports watches with superior accuracy and multi-day battery life,” Low added. “Premium and screenless devices are gaining ground, while basic watches and mid-tier smartwatches are being left behind,” he explained. Advanced features are reshaping smartwatch competition, with Apple retaining a commanding position in the global market. Apple accounted for 46 per cent of worldwide smartwatch shipments during the quarter. Garmin recorded the largest increase in market share among vendors other than Apple, reaching 15 per cent and effectively drawing level with Samsung, although Samsung remained marginally ahead in second place. Garmin’s gains reflected continued demand for more advanced uses, including running, cycling and outdoor activities, as well as efforts to make its portfolio accessible to a broader audience through recent additions to its Forerunner range. “Garmin’s market share gains highlight a clear trend, with consumers increasingly willing to pay premium prices for devices that deliver accurate, advanced training data and translate it into actionable insights,” Low said. “Garmin has built its brand around data quality and performance features and that positioning is resonating strongly with a broader group of consumers,” he added. Huawei, meanwhile, retained its position as the leading company across the wider wearable band market, with an 18 per cent share in the second quarter of 2026. That was up from 17 per cent in the same quarter of 2025. Omdia attributed the performance to the continued expansion of Huawei’s wearable portfolio, including the global launch of its flagship smartwatch for children. “This launch marks an important milestone as Huawei expands its cellular wearables portfolio to international markets,” said Cynthia Chen, research manager at Omdia. “Huawei’s wearables are thriving globally, supported by cross-platform smartphone compatibility, and offer comprehensive health and fitness features, such as its new Diabetes Risk Study, that appeal to a broad consumer base,” Chen added. Screenless trackers are also becoming an increasingly important part of the basic band market, despite broader weakness across the category. Omdia said screenless models accounted for more than 15 per cent of basic band shipments during the second quarter, following recent launches including Google’s Fitbit Air and Garmin’s Cirqa. Shipments of the Fitbit Air increased rapidly, helping establish the device as a credible competitor in the emerging screenless band segment. “Early momentum is encouraging, but sustained success will require continued improvements in stability and a thoughtful expansion of features to compete effectively with performance-oriented incumbents such as Whoop,” Low explained. The shift towards premium devices is also taking place as manufacturers contend with rising memory and storage costs, which are putting upward pressure on average selling prices across the wearable market. Omdia pointed to recent price increases affecting Samsung’s Galaxy Watch range, followed by similar moves involving selected advanced sports watch lines. The research firm said leading brands with established ecosystems would need to demonstrate greater value by offering deeper integration between devices and enhanced personal artificial intelligence features. Such improvements are expected to become increasingly important as manufacturers seek to justify premium prices amid higher production costs. Omdia expects companies to place greater emphasis during the second half of 2026 on the quality of health and performance insights, battery life and cross-platform experiences. The market is therefore likely to become increasingly divided between inexpensive, unobtrusive trackers aimed at continuous monitoring and higher-end devices designed to provide detailed sports and health data.