Is Garmin Closing the Gap?
Forget Market Share: Over the last five years, a surprising trend has emerged in search data: Garmin has finally caught up to the Apple Watch in global online interest. This 5-year Google Trends chart reveals that the battle for consumers’ minds in the wearable market is perhaps a closer-run contest than we imagined.
The clear, obvious, and surprising trend shown above is that public search interest for “Garmin” now matches, and at times even (just!) surpasses, that for “Apple Watch.” While my specific “Garmin” search couldn’t be narrowed to its watches alone, the unmistakable direction of travel indicates a significant shift in consumer curiosity and intent.
What About Coros and Google Pixel Watch?
Delving deeper into similar search analytics, a recent interest in Coros products is also evident. This aligns perfectly with the search patterns observed on this very site.
However, the broader sentiment, reflected across other popular search trends, suggests that the Google Pixel Watch 4 and its Wear OS predecessors haven’t gained substantial traction. The notable exception in this segment remains the Samsung Galaxy Watch, which continues to hold a respectable level of interest.
Take Away
This same chart, updated in one or two years, might be even more interesting if trends continue.
However, trends don’t just continue for mathematical reasons. The increase in search intent for Garmin is likely related to demographic and social changes (which will continue to trend positively).
Whereas Apple’s stagnation might be explained more by its market share in smartphones (watches being an add-on), it is more likely that Apple has less interest in its Watch products. Watch is not as strategically important to the company as iPhone, Siri (LLM, AI), and vision (ahem).
Watches are the raison d’être for Garmin… less so for Apple. The market is there, trading in the right direction for both companies, but perhaps it will be the likes of Samsung and Google who now start to prospect more (I think that will happen).
Last Updated on 30 January 2026 by the5krunner
My favourite kit and nutrition
- Maurten — the race nutrition trusted by elite athletes. Gels and drink mix engineered to be easy on the stomach.
- Garmin 90-degree charging adapter — the small adapter that keeps your charging cable tidy at the stem. Essential for race day.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session.
- Ravemen FR300 — front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters.
- Garmin Varia RTL515 — radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Garmin watch.
- Stryd — the footpod that brings running power to your Garmin. The single most useful running upgrade I have made.
- Favero Assioma Pro RS2 — the power meter pedals most serious cyclists end up choosing. Accurate, easy to move between bikes.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
