Garmin gains smartwatch market share as overall wearable shipments fall 2%

Global wearable shipments fell 2% year over year in the second quarter of 2026, according to preliminary data published by research firm Omdia. Within that overall decline, Garmin's smartwatch market share rose to 15%, up from 11% a year earlier.

Omdia's data shows the wearable market splitting into two growing categories: feature-rich sports watches and screenless fitness trackers, while basic and mid-tier smartwatches lose ground. Omdia Research Director Jason Low said basic and mid-tier smartwatches are being left behind as consumers gravitate toward either end of the market.

Apple remains the largest smartwatch maker by share, but its portion of the market fell from 48% to 46% year over year. Samsung's smartwatch share dropped from 17% to 15%, putting it level with Garmin. Samsung's wearable band share also fell, from 9% to 6%, again matching Garmin in that category.

Garmin's gains came in the premium segment, where Omdia said consumers are increasingly willing to pay for devices offering detailed training data and analysis. Garmin has not launched a screenless tracker widely enough during the quarter to affect these figures.

Screenless trackers accounted for more than 15% of basic band shipments during the quarter, even as that broader category declined 9% year over year. WHOOP and Google's Fitbit Air made up a significant share of screenless device shipments in the period.

Garmin released its own screenless device, the Cirqa, in July, after the quarter Omdia's data covers. Because of the timing, the Cirqa's sales were not included in the Q2 figures, meaning Garmin's actual market position may be higher than the reported numbers show once the device is counted in future quarters.