MTS analyzed sales of smart watches in Russia for January–September 2025. According to analysts, the market is still led by Chinese brands.
The most popular models have become:
1. Xiaomi Watch 5 Active: 5.5% of all sales in units)
2. HUAWEI Watch FIT 3: 4.1%
3. Xiaomi Redmi Watch 5 Lite: 3%
4. Apple Watch SE 2022: 2%
5. HUAWEI Watch GT 5: 1.9%
In just nine months, Russians purchased 3.9 million smartwatches worth 30.9 billion rubles. Average device price 7.9 thousand rubles.
The segment from 2 to 5 thousand rubles remains the most popular.. It accounts for 39% of all purchases.
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Smartwatches occupy about 80% of the entire portable electronics market. The rest are fitness trackers (14%) and children’s smart locator watches (6%).
The main drivers of smartwatches are the integration of devices with smartphone ecosystems and support for payment systems. services and expanded functionality for health. More and more users perceive smart watches not as an accessory, but as a universal tool for communication and control. activity and concern for well-being.
— commercial director of the MTS retail network Alexey Pomozov
TOP 5 brands of smart watches in pieces for 9 months of 2024
1. Little-known Chinese brands: 37%
2. HUAWEI: 17%
3. Xiaomi: 14%
4. Apple: 6%
5. Samsung: 5%
TOP 5 brands of smart watches in pieces for 9 months of 2025
1. Little-known Chinese brands: 41%
2. HUAWEI: 17%
3. Xiaomi: 12%
4. Apple: 6%
5. Samsung: 5%
TOP 5 brands of smart watches in money for 9 months of 2024
1. Apple: 31%
2. HUAWEI: 22%
3. Samsung: 12%
4. Xiaomi: 10%
5. Little-known Chinese brands: 9%
TOP 5 brands of smart watches in money for 9 months of 2025
1. Apple and HUAWEI: 26% each
2. Samsung: 12%
3. Little-known Chinese brands: 10%
4. Xiaomi: 8%
5. GARMIN: 5%
Compared to last year, the top five in units has not changed. The market is still held by Chinese brands that are actively represented on marketplaces. In monetary terms, HUAWEI has caught up with Apple – the share of these companies is 26% of the Russian market.
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Source: Iphones RU
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