Garmin has emerged as a challenger to Samsung in the smartwatch market, gaining ground in Q2 2026 as enthusiasts and professional athletes drove demand, according to a report from market research firm Omdia.
Smartwatch market rankings
Samsung retained the number two position globally but saw its market share fall from 17% in Q2 2025 to 15% in Q2 2026. Apple remained the undisputed leader, capturing 46% of global shipments, down from 48% in Q2 2025. Garmin ranked third with a 15% market share, marginally behind Samsung in overall shipments.
Garmin’s appeal and Samsung’s response
Garmin grew its user base by targeting athletes and advanced users involved in outdoor activities such as cycling, running and triathlons, consumers who prioritize more accurate data and multi-day battery life even at a premium price. Samsung could see its position improve in Q3 2026 after launching the Galaxy Watch 9 and the Galaxy Watch Ultra 2 last month; both devices have received positive reviews for improved comfort, performance and accuracy.
