Strategy Analytics: the Apple Watch has 63% of the global smartwatch market

According to the latest research from Strategy Analytics, global smartwatch shipments reached 8.1 million units in the fourth quarter of 2015, compared with 7.9 million Swiss Watch shipments. It’s the first time ever that smartwatches have outshipped Swiss watches on a global basis, says the research group.

The Apple Watch captured 63% share of the global smartwatch market, followed by Samsung with 16%. Apple and Samsung together account for eight in 10 of all smartwatches shipped worldwide.

Global smartwatch shipments reached 8.1 million units in quarter four, rising 316% from 1.9 million in the fourth quarter 2014. Smartwatches are growing rapidly in North America, Western Europe and Asia. 

“We estimate global Swiss watch shipments reached 7.9 million units in Q4 2015, falling 5% from 8.3 million in Q4 2014,” says Steven Waltzer, an analyst at Strategy Analytics. “Global demand for Swiss watches is slowing down, and major players like Swatch are struggling to find growth.”

Neil Mawston, executive director at Strategy Analytics, adds: “The Swiss watch industry has been very slow to react to the development of smartwatches. The Swiss watch industry has been sticking its head in the sand and hoping smartwatches will go away. Swiss brands, like Tag Heuer, accounted for a tiny 1 percent of all smartwatches shipped globally during Q4 2015, and they are long way behind Apple, Samsung and other leaders in the high-growth smartwatch category.”