Samsung’s reported 74% year-over-year growth did not make it the top wearable-band shipper in Q1 2025: Canalys’ figures, as reported by contemporary outlets, put Samsung fourth with 4.9 million units. The category includes both smartwatches and fitness bands, and the figure measures estimated shipments—not consumer purchases or revenue.
What the 74% figure actually measures
Canalys’ Q1 2025 wearable-band data, as reported by SamMobile and 9to5Mac, attributed 4.9 million shipments to Samsung, up 74% from Q1 2024. “Wearable bands” is broader than smartwatches: it includes fitness bands as well. The result should therefore not be described as a 74% increase in smartwatch-only sales.
Shipments are estimates of units sent into the market, not a count of watches bought by consumers. They also say nothing by themselves about sales revenue, profit, or how many units remain in retail channels. Canalys’ primary release was not directly inspectable; the 74% figure is attributed to Canalys by the two contemporary reports linked above.
Who ranked ahead of Samsung?
In the Canalys ranking reported by 9to5Mac, Samsung’s 4.9 million units placed it fourth, behind three brands with higher reported shipments:
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| Brand | Q1 2025 wearable-band shipments |
|---|---|
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| Apple | 7.6 million |
| Huawei | 7.1 million |
| Samsung | 4.9 million |
These are Canalys figures as reported by 9to5Mac. The same report put total wearable-band shipments at 46.6 million, up 13% year over year. Samsung’s sharp growth was not enough to overtake any of the three brands above it during the quarter. A company can grow quickly and still rank lower when competitors ship more units.
Why another tracker says Samsung smartwatch shipments fell
Counterpoint Research reported a different result for a different measure: its Q1 2025 smartwatch tracker put global smartwatch shipments down 2% year over year and Samsung smartwatch shipments down 18% (Counterpoint Research). That does not directly disprove Canalys’ reported 74% wearable-band growth. Canalys’ category includes fitness bands as well as smartwatches, while Counterpoint’s cited result is specifically for smartwatches; they are also distinct research trackers. The available figures do not provide enough detail to reconcile their estimates numerically.
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A third estimate supports Samsung’s fourth-place position without confirming Canalys’ unit total: IDC data relayed by SamMobile put Samsung at 3.4 million wrist-worn-device shipments and 7.5% share in Q1 2025 (SamMobile). Wrist-worn devices are another category definition, and the 3.4 million estimate should not be mixed with Canalys’ 4.9 million wearable-band estimate.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the broader market figures do—and do not—explain
Counterpoint’s tracker showed uneven conditions rather than a uniform market trend. It reported smartwatch shipments in China up 37% year over year, shipments in the $100–$200 price band up 21%, and shipments below $100 down 17% in Q1 2025 (Counterpoint Research). Those figures describe Counterpoint’s smartwatch tracking, not the cause of Samsung’s Canalys wearable-band result.
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SamMobile characterized Samsung’s approach as spanning lower-priced Galaxy Fit3 and Galaxy Watch FE products associated with user growth in emerging markets, alongside the premium Galaxy Watch Ultra, positioned to retain existing users. That is a description of product strategy, not evidence that any one model caused the reported shipment increase.
Canalys analyst Jack Leathem, quoted by 9to5Mac on May 23, 2025, said Samsung had increased its focus on basic bands to grow its presence in emerging economies. He also attributed Xiaomi’s growth to refreshed designs, added data capabilities, multi-category coordination, and competitive pricing. These observations offer market context, but they do not establish how much any specific product or strategy contributed to Samsung’s reported figures.
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How to read the headline without mixing measures
- For the 74% growth and 4.9 million figure: identify them as Canalys-attributed wearable-band shipment estimates, including fitness bands.
- For Counterpoint’s 18% decline: identify it as a separate smartwatch-shipment estimate from a different tracker.
- For IDC’s fourth-place result: note that it is an independent wrist-worn-device estimate, not confirmation of Canalys’ shipment total.
- For all three: keep the quarter, year-over-year comparison, category, and research firm attached to the number.
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