Garmin has pulled level with Samsung in global smartwatch market share, according to new shipment data from research firm Omdia.
Omdia’s Q2 2026 figures put Garmin at 15% of global smartwatch shipments, up from 11% a year earlier, whereas Samsung is at the same level, falling from 17%. Apple remains well clear at the top with 46% of the market, also down four points.
I’d not previously come across Omdia, but they use a similar basis for shipments as Counterpoint, IDC, and Canalys.
Why this is worth taking seriously
Market share is a rough proxy for how long a company can survive. A brand with a shrinking share eventually cuts R&D, trims support windows, or gets acquired as the market matures.
A growing market share is a good sign that your investment in the brand’s ecosystem will fund the next generation of hardware and keep third-party developers and accessory makers interested.
The context that makes this notable
Garmin has featured in smartwatch-specific market share tables for years. Counterpoint put it at 9.4% and briefly ahead of Samsung back in 2020, then down at 4.3% by 2022. What’s different this time is a bigger single-year move than Garmin has typically made in these tables.
Garmin’s gains were attributed to demand for its higher-end sports watches, particularly among runners, cyclists, and outdoor users, plus a broader Forerunner range that brings more buyers into the ecosystem, typically at lower price points.
One thing this figure doesn’t include
Garmin’s CIRQA, its screenless fitness band, launched in late July, after this quarter’s data was collected. Elsewhere in the report, Omdia’s report shows screenless trackers as a genuine growth category within the wider wearables market. Garmin’s next quarterly numbers will show whether CIRQA adds to this share gain or whether the two product lines simply compete for the same buyers.
Quick answers
What is Garmin's current smartwatch market share?
Garmin holds 15% of global smartwatch shipments in Q2 2026, according to Omdia. That figure is up from 11% a year earlier.
Has Garmin overtaken Samsung in smartwatch market share?
Garmin has not overtaken Samsung. Both brands sit at 15% for Q2 2026, and Omdia notes Samsung remains marginally ahead in actual unit terms.
What is Apple's smartwatch market share?
Apple holds 46% of global smartwatch shipments in Q2 2026. That share is down from 48% a year earlier, though Apple remains far ahead of every other brand.
What is Omdia?
Omdia is a market research firm that tracks shipment volumes across consumer electronics. Its estimates are built from vendor and channel shipment data, the same method used by Counterpoint, IDC, and Canalys.
What period does this Garmin and Samsung data cover?
The figures cover the second quarter of 2026 (April through June) and compare shipments with the same quarter of 2025.
Does the market share data include Garmin CIRQA sales?
No. Garmin’s CIRQA screenless band launched in late July 2026, after the quarter this data covers. Any CIRQA sales will appear in Garmin’s Q3 2026 figures instead.
Why did Garmin's smartwatch share increase?
Omdia attributes the gain to demand for Garmin’s higher-end sports watches among runners, cyclists, and outdoor users, along with a broader Forerunner range that brings in buyers at a lower price point.
Has Garmin been this close to Samsung in market share before?
Garmin has appeared in smartwatch-specific market share tables for years, including a 9.4% share in 2020 and 4.3% in 2022. It has not previously closed to within one point of Samsung while both brands held double-digit share.
Why does smartwatch market share matter to buyers?
A brand’s market share is a rough guide to how long it can keep funding software updates, sensor development, and customer support. A shrinking brand tends to cut investment over time, while a growing one can keep funding new hardware and attracting third-party developers.
Are Omdia's figures based on sales or shipments?
The figures are based on shipments, meaning units sent from manufacturers into the retail and distribution channel, not confirmed sales to end consumers. This is the standard method across the major research firms.
What is the difference between the smartwatch market and the wider wearable band market?
The smartwatch market covers display-equipped watches only. The wider wearable band market also includes screenless trackers and basic fitness bands, a category where Garmin’s overall share is smaller than its smartwatch-specific share.
Last Updated on 19 August 2026 by the5krunner
My favourite kit and nutrition
- Injinji – Runners protect your toes. Avoid discomfort and minor injury. Run more. Run faster. I use them.
- Garmin 90-degree charging adapter — A small keyring adapter you can use anywhere. Essential when away. I use one.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session. I use one.
- 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. I use one.
- Body Glide – The blue anti-chafe stick that all swimmers and many runners use. I use it.
- Maurten — The race nutrition trusted by elite athletes. Gels and drink mixes engineered to be easy on the stomach. I use them.
- Garmin Varia RTL515 — A radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Wahoo. I use this model.
- Favero Assioma Pro RS2 — The power-meter pedals most serious cyclists choose. Accurate, easy to move between bikes. I use this model.
- Garmin Forerunner 970 — A serious choice for a pro-grade triathlon watch. I use this.
- Polar H10 — My daily driver for accurate, waking HRV readings.
- Wahoo ELEMNT Roam 3 — The bike computer that has the feature Garmin lacks: usability. I use mine on most rides.
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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
