According to the report, during the third quarter of 2025, the global market for wearable wristband devices demonstrated a premium trend characterized by "stable shipment volumes and rising prices." In this quarter, shipments totaled 54.6 million units, marking a 3% year-on-year increase. The production value soared to $12.3 billion, a substantial 12% rise from the previous year. Additionally, the average selling price climbed to $225, reflecting a 9% year-on-year hike. The top five manufacturers, a group that includes Xiaomi and Apple, dominated the market, capturing 63% of the shipment share and a staggering 84% of the value share, thereby establishing formidable competitive barriers.

These leading players implemented a "dual strategy" to cater to diverse price segments. In the entry-level market, brands such as Xiaomi propelled a 12% year-on-year surge in basic fitness band shipments. Meanwhile, in the mid-range segment, smartwatches priced between $200 and $300 witnessed a 21% growth, effectively narrowing the market space for low-priced functional fitness bands. The high-end market emerged as the primary revenue generator, with products priced above $700 achieving a remarkable 34% annual growth rate. Technological innovations in this sector were primarily focused on connectivity, intelligence, and generative AI.

Analysts have highlighted that future smartwatches must incorporate cloud-based generative AI health coaches, enhance the integration of software and hardware, and integrate non-wrist devices to construct a comprehensive health and fitness ecosystem.