Introduction to China’s Evolving Watch Market
China’s watch market has transformed into a dynamic and rapidly evolving sector within the global wearable technology industry. By 2025, the Chinese wrist-worn device market has not only maintained its position as the world’s largest but has accelerated its growth trajectory, driven by technological innovation, supportive government policies, and shifting consumer preferences toward health-conscious wearable technology. The market encompasses both smartwatches with advanced computing capabilities and basic wristbands focused on fitness tracking, with China accounting for a significant portion of global shipments and consistently outpacing worldwide growth rates.
According to International Data Corporation (IDC), the global wrist-worn device market reached 49.22 million units in the second quarter of 2025, representing a 12.3% year-over-year increase. During this same period, China demonstrated exceptional performance with shipments of 20.80 million units, achieving remarkable 33.8% growth and significantly outpacing the global average. This growth surge solidifies China’s position as the world’s most crucial market for wrist-worn devices and highlights the country’s influential role in shaping global trends in wearable technology.
Table of Contents
| Category | Shipment Volume (Millions) | Year-over-Year Growth |
|---|---|---|
| Overall Wrist-worn Devices | 20.80 | 33.8% |
| Smartwatches | 14.60 | 31.0% |
| Wristbands | 6.21 | 40.8% |
| Adult Smartwatches | 9.58 | 64.0% |
Market Overview and Growth Drivers
The substantial expansion of China’s watch market in 2025 can be attributed to several interconnected factors that have created ideal conditions for growth. The convergence of government initiatives, technological advancements, and evolving consumer behavior has established a fertile environment for both established players and emerging entrants in the wristwear sector.
Policy Support and Seasonal Factors
China’s “国补” (national subsidy) policy has served as a significant catalyst for market growth in 2025. This government initiative, combined with the massive “618” mid-year shopping festival, created a powerful stimulus package that drove consumer demand to unprecedented levels. The subsidies effectively lowered the entry barrier for premium devices while making mid-range products more accessible to budget-conscious consumers. The policy particularly benefited the adult smartwatch segment, which experienced explosive 64.0% growth in the second quarter, reaching 9.58 million units.
Health Consciousness and Technological Integration
The integration of advanced health monitoring features has become a primary purchasing driver in China’s watch market. In 2025, devices offering comprehensive health tracking capabilities including real-time blood oxygen monitoring, ECG heart monitoring, stress detection, and specialized fitness analytics have gained significant consumer interest. This trend aligns with the Chinese government’s “Health Weight Management Action” incorporated into the Healthy China strategy, which emphasizes chronic disease prevention and management through technological solutions . Manufacturers have responded by developing increasingly sophisticated health monitoring systems that transform wrist-worn devices from mere accessories into essential health management tools.
Top 5 Market Leaders in China’s Watch Industry
The competitive landscape of China’s watch market in 2025 is dominated by both domestic powerhouses and international technology giants. These leaders have established their positions through distinctive strategies targeting specific consumer segments, price points, and functionality preferences. Understanding their approaches provides valuable insights into the market dynamics and future direction of the industry.
Huawei: Technology Powerhouse
Huawei has maintained its leadership position in China’s wrist-worn device market with 7.0 million units shipped in Q2 2025, capturing 33.4% market share. Though its share decreased from 38.4% in the same period last year, the company still achieved a solid 16.6% year-over-year growth rate . Huawei’s success stems from its comprehensive product portfolio that addresses both premium and mainstream market segments while leveraging its proprietary HarmonyOS ecosystem to create seamless device integration.
The company’s Watch 5 series targets the high-end market with sophisticated health monitoring capabilities including ECG electrocardiogram detection, blood oxygen saturation tracking, and pressure-sensitive interactive features. Simultaneously, the Fit 4 series appeals to fashion-conscious consumers and fitness enthusiasts seeking lightweight designs with professional-grade activity tracking. Huawei has strengthened its position through extensive offline retail presence and strategic expansion across emerging markets including Asia Pacific, Middle East-Africa, and Latin America .
Xiaomi: The Growth Phenomenon
Xiaomi represents the most remarkable growth story in China’s 2025 watch market, with shipments reaching 6.0 million units in Q2 2025 – a staggering 105.3% year-over-year increase. This explosive growth propelled Xiaomi’s market share from 18.8% to 28.8%, significantly narrowing the gap with market leader Huawei. The company’s success is underpinned by its aggressive pricing strategy, extensive offline channel expansion, and synergistic benefits from its broader ecosystem of products including smartphones and electric vehicles.
The introduction of the Xiaomi Band 10 with upgraded display technology and enhanced health monitoring capabilities has driven substantial growth in the wristband category. Xiaomi’s strategic focus on value-for-money propositions while progressively moving upmarket with its S-series smartwatches has enabled the brand to capture both entry-level consumers and increasingly mid-market segments. The company has also demonstrated strong performance in international markets including Latin America, Asia Pacific, and Central and Eastern Europe .
BBK Group: Children’s Segment Specialist
BBK Group, operating primarily through its Xiaotiancai (imoo) brand, has secured the third position in China’s watch market with shipments of 2.9 million units in Q2 2025. The company maintained performance roughly equal to the same period last year, though its market share slightly decreased to 14.0% . BBK’s continued relevance in the competitive landscape stems from its dominant position in the specialized children’s smartwatch category, where it maintains leadership through tailored products addressing specific parental concerns and children’s needs.
The brand launched updated models including the Q3 and Z11 series during the quarter, targeting entry-level and premium segments respectively. These products offer features specifically designed for the children’s market such as location tracking, safe zones, communication limitations, and educational content. Beyond the domestic market, BBK has actively pursued international expansion across Southeast Asia and Europe, replicating its child-focused product strategy in overseas markets.
Apple: Premium Market Leader
Apple has maintained a strong presence in China’s watch market despite intense competition from domestic brands, shipping 1.4 million units in Q2 2025 and achieving 53.2% year-over-year growth. This performance increased Apple’s market share from 6.1% to 6.9%. The company continues to dominate the premium segment with its Apple Watch series, benefiting from both the national subsidy policy and the 618 shopping festival which made its products more accessible to Chinese consumers.
Apple’s growth in China has been particularly notable through online channels during promotional periods, with the country representing Apple’s fastest-growing market for Apple Watch globally. The brand’s integration within the broader iOS ecosystem, combined with its emphasis on health features and premium design, continues to resonate with affluent urban consumers in China. Simultaneously, Apple has experienced recovery and growth in Western markets including the United States and Western Europe, contributing to its global performance.
Honor: Emerging Contender
Honor has rounded out the top five players in China’s watch market with shipments of 600,000 units in Q2 2025, representing a substantial 62.6% year-over-year growth rate. This performance increased the brand’s market share from 2.2% to 2.7%. Since its separation from Huawei, Honor has steadily built its competitive position in the wearable market through devices that balance competitive pricing with increasingly sophisticated features.
The company’s product strategy has focused on delivering value in the mid-range segment while gradually incorporating more advanced health monitoring and connectivity features previously available only in premium devices. Honor’s growing footprint in the smartphone market has created natural synergies for its wearable business, allowing for ecosystem benefits similar to those enjoyed by Huawei and Apple but at more accessible price points.
| Brand | Shipment Volume (Millions) | Market Share | Year-over-Year Growth |
|---|---|---|---|
| Huawei | 7.0 | 33.4% | 16.6% |
| Xiaomi | 6.0 | 28.8% | 105.3% |
| BBK | 2.9 | 14.0% | 1.7% |
| Apple | 1.4 | 6.9% | 53.2% |
| Honor | 0.6 | 2.7% | 62.6% |
Emerging Market Trends and Consumer Preferences
The Chinese watch market in 2025 is characterized by several distinct trends that reflect evolving consumer preferences and manufacturer strategies. Understanding these patterns is essential for comprehending the market’s direction and anticipating future developments in product offerings and competitive dynamics.
Product Polarization and Price Segment Performance
Perhaps the most notable trend in 2025 is the pronounced polarization of the market between budget and premium segments. During the second quarter, devices priced below ¥1,000 and those above ¥2,000 demonstrated the strongest growth, increasing by 66.1% and 110.2% respectively . This bifurcation reflects distinct consumer segments with different priorities: value-conscious buyers seeking essential functionality at accessible price points, and affluent consumers prioritizing advanced features, premium materials, and brand prestige.
The robust performance of the entry-level segment highlights the ongoing process of market expansion beyond early adopters and tech enthusiasts to first-time users and budget-conscious consumers. Simultaneously, the exceptional growth in the premium category indicates maturation among sophisticated users who increasingly view advanced smartwatches as essential health management tools rather than mere accessories.
Health-Focused Features and Specialized Functionality
Health monitoring has evolved from a supplementary feature to a core purchasing driver in China’s watch market. Beyond basic step counting and heart rate monitoring, consumers increasingly expect sophisticated health tracking capabilities including blood oxygen saturation (SpO2) monitoring, electrocardiogram (ECG) functionality, stress detection, and specialized fitness analytics. The integration of these features aligns with both consumer health consciousness and government health initiatives, particularly the “Health Weight Management Action” launched as part of China’s broader health strategy .
Manufacturers are increasingly differentiating their products through specialized health monitoring capabilities and associated software ecosystems. The future trajectory points toward non-invasive blood glucose monitoring and blood pressure tracking, with several major brands investing significantly in these technologies. This focus on healthcare functionality represents a strategic shift from positioning smartwatches as smartphone companions to marketing them as essential health management platforms.
Children’s Smartwatch Segment Evolution
The children’s smartwatch category continues to represent a significant and distinctive segment within China’s broader watch market. Dominated by specialized brands like Xiaotiancai (BBK), this category addresses specific parental concerns regarding children’s safety, communication, and digital behavior management. Products in this segment typically feature location tracking, geofencing, limited communication capabilities, and educational content, creating specialized value propositions distinct from adult-oriented devices.
Despite increasing saturation in urban centers, the children’s segment continues to demonstrate resilience through product iteration and international expansion. Brands are increasingly targeting overseas markets including Southeast Asia and Europe with localized versions of their successful domestic products, creating new growth vectors beyond the Chinese market.
Market Forecast and Future Outlook
IDC projections indicate continued strong performance for China’s wrist-worn device market throughout 2025 and beyond. The research firm estimates that the Chinese adult wrist-worn device market will reach 58.49 million units in 2025, representing 36.9% year-over-year growth . Furthermore, the market is expected to maintain a compound annual growth rate (CAGR) of 8.5% over the subsequent five years, reflecting sustained expansion despite increasing market maturity.
Several factors will influence the market’s trajectory in the medium term. The scheduled conclusion of national subsidy programs may create temporary headwinds, though anticipated product innovations—particularly in health monitoring—are expected to drive natural replacement cycles and attract new user segments. International expansion will increasingly represent a strategic priority for domestic brands facing intensifying competition in the Chinese market, with emerging regions including Latin America, Southeast Asia, and Eastern Europe offering substantial growth potential.
The ongoing integration of artificial intelligence and machine learning capabilities will likely represent the next frontier of product differentiation, enabling more personalized health insights, predictive analytics, and contextual awareness. Furthermore, increasing focus on specialized use cases including elite athletic training, chronic condition management, and elderly health monitoring will create opportunities for market segmentation beyond current generational and price-based categories.
Company Spotlight: Billow Time Watch Co., Ltd.
Within China’s dynamic watch market ecosystem, specialized manufacturing partners play a crucial role in enabling brand success. Billow Time Watch Co., Ltd. exemplifies this important segment as a professional OEM and ODM service provider with extensive expertise in customized watch production. The company’s comprehensive material capabilities position it as an valuable partner for brands seeking to compete across diverse market segments from entry-level to luxury.
Billow Time’s manufacturing expertise encompasses multiple advanced materials that align with key trends in the 2025 watch market:
- 316 & 904 Stainless Steel: Offering superior corrosion resistance and durability for everyday wear across both mass-market and premium segments.
- Titanium: Providing exceptional strength-to-weight ratio for premium lightweight timepieces targeting sports and luxury segments.
- Bronze (CuSn8): Delivering distinctive patina development over time for vintage-inspired designs gaining popularity in fashion-focused collections.
- Damascus Steel: Featuring unique aesthetic patterns through layered steel construction for high-end artistic timepieces.
- Forged Carbon Fiber: Combining extreme lightweight properties with technical aesthetics for sports and performance-oriented models.
- Ceramic: Offering hypoallergenic properties, scratch resistance, and premium finish for fashion-forward and luxury designs.
The company’s comprehensive material portfolio and manufacturing flexibility enable watch brands to develop distinctive products targeting specific consumer segments and price points within China’s highly stratified market. This capability is particularly valuable as manufacturers increasingly seek material differentiation to support premium positioning while maintaining quality standards across diverse price categories.
Frequently Asked Questions
How large is China’s smartwatch market in 2025?
China’s smartwatch market reached 14.60 million units in Q2 2025 alone, representing 31.0% year-over-year growth. The country remains the world’s largest market for wrist-worn devices, with overall wrist-worn device shipments of 20.80 million units in Q2 2025 .
Which company leads China’s watch market in 2025?
Huawei maintains leadership in China’s watch market with 7.0 million units shipped and 33.4% market share in Q2 2025. However, Xiaomi is rapidly closing the gap with 6.0 million units shipped and 28.8% market share following 105.3% year-over-year growth.
What is driving growth in China’s watch market?
Market growth is primarily driven by government subsidy policies (“国补”), major shopping festivals (“618”), increasing health consciousness, technological advancements in health monitoring, and product polarization between budget and premium segments .
How is the children’s smartwatch segment performing?
The children’s segment remains significant, with BBK’s Xiaotiancai brand maintaining leadership. BBK shipped 2.9 million units in Q2 2025 and continues to expand internationally across Southeast Asia and European markets .
What are the price trends in China’s watch market?
The market shows pronounced polarization, with strongest growth in under ¥1,000 (66.1% growth) and over ¥2,000 (110.2% growth) segments. This reflects demand from both budget-conscious first-time buyers and affluent consumers seeking premium features.
References
- IDC: Second Quarter 2025 Global Wrist-Worn Device Market Shipments Reach 49.22 Million Units, Growing 12.3% Year-Over-Year (September 2025)
- China Q2 Watch and Wristband Shipments Hit 20.80 Million Units: Xiaomi’s Growth Nearly Catches Huawei (September 2025)
- IDC: Q1 2025 Global Wrist-Worn Device Market Grows 10.5% Year-Over-Year (June 2025)
- QYResearch: 2025-2031 Global and China Smartwatch Industry Research and 15th Five-Year Plan Analysis Report (March 2025)
- IDC: Q1 2025 Global Wrist-Worn Device Shipments Reach 45.57 Million Units, Growing 10.5% Year-Over-Year (June 2025)