Huawei smartwatches have recently seen a steady rise in sales in the Japanese market, particularly favored by middle-aged and elderly consumers. Retail channels indicate that since April 2025, when Takuya Kimura became the brand ambassador, the number of customers aged 40 to 70 has noticeably increased. Many have chosen Huawei smartwatches as their first smart wearable device, mainly focusing on health monitoring features that meet their needs.
Practical features drive senior appeal
Major electronics retailers in Tokyo report that practical features such as blood pressure monitoring and long-lasting battery life have become key selling points attracting the senior demographic. For Japan's Respect for the Aged Day, models with blood pressure monitoring were popular gift choices.
Global market leadership achieved in 2Q25
According to Nikkei Asia, in addition to Japan, Huawei smartwatches are rapidly growing in the Chinese market, benefiting from government subsidies driving upgrade demand. Nikkei Asia, citing Counterpoint Research, stated that Huawei's global smartwatch shipments from the second quarter of 2025 rose 8% year-over-year to 3.4 million units. Huawei won the top spot for the first time with a 21% global market share.
During the same period, Apple Watch shipments declined to 5.8 million units, with a market share of 17%, marking its seventh consecutive quarter of decline. Xiaomi and Samsung Electronics ranked third and fourth, respectively.
At the same time, the brand is gradually expanding its presence in regions such as Europe. Market watchers believe Huawei's sales momentum indicates that its influence in the global smartwatch market is rapidly rising.
Battery life emerges as competitive advantage
Apple's 46mm Series 10 and Ultra 2 watches promise eighteen and thirty-six hours of battery life, respectively. In comparison, Huawei's 46mm Watch GT 5 can last up to nine days, while the 41mm model lasts up to five days.
In response to the US ban and losing its leading position in the smartphone market, Huawei shifted its resources to wearables and other accessories. Unlike Apple's watches, Huawei's can pair with both Apple and Android phones.
Price and features narrow the gap
Apple Watch maintains popularity in younger demographics because of its contactless payment function, but its high price and relatively low battery life are limitations. Huawei smartwatches are priced at approximately US$227, only about half the price of the Apple Watch. Combined with features like blood pressure monitoring, golf activity assistance, and diverse design options, the gap with Apple Watch is gradually narrowing. With simultaneous growth in both the Chinese and overseas markets, Huawei's market share is expected to further increase.
Article edited by Jerry Chen
