Garmin snatches smartwatch share from Apple and Samsung as global wearable shipments fall 2%

Global wearable device shipments declined 2% year over year in the second quarter of 2026, according to preliminary data from research firm Omdia. Within this shrinking market, Garmin significantly outperformed its rivals, increasing its smartwatch market share from 11% to 15% compared to the same period last year.

Omdia's data reveals a clear bifurcation in the wearable market. Two categories are growing: feature-rich sports watches and screenless fitness trackers. Meanwhile, basic and mid-tier smartwatches are losing ground. Omdia Research Director Jason Low noted that consumers are increasingly gravitating toward either the high-end or the low-end of the market, leaving mid-range devices behind.

Apple remains the largest smartwatch maker by market share, but its portion slipped from 48% to 46% year over year. Samsung experienced a sharper decline, with its smartwatch share dropping from 17% to 15%, putting it in a tie with Garmin for the second spot. Samsung's wearable band share also fell, from 9% to 6%, again matching Garmin's performance in that category.

Garmin's gains were concentrated in the premium segment, where buyers are increasingly willing to pay for devices that provide detailed training data and analysis. Omdia pointed out that Garmin did not launch a screenless tracker widely enough during the quarter to affect these figures, meaning its growth came entirely from its smartwatch lineup.

Screenless trackers accounted for more than 15% of basic band shipments in the quarter, even as that broader category declined 9% year over year. WHOOP and Google's Fitbit Air together captured a significant share of screenless device shipments during the period. Garmin released its own screenless device, the Cirqa, in July, after the quarter covered by Omdia's data, so its impact on the market will be reflected in future reports.