How popular isApple Watch in search?
In September 2026, there were an estimated 8.2M branded searches for Apple Watch worldwide which held steady over the last 12 months. Apple Watch holds 54.5% estimated Share of Search among smartwatch brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which smartwatch brands compete with Apple Watch?
Share of Search by month for Apple Watch, Garmin, Fitbit, Amazfit, Samsung. The figures are in the table below the chart.
View monthly share of search table
| Month | Apple Watch | Garmin | Fitbit | Amazfit | Samsung |
|---|---|---|---|---|---|
| Oct 2025 | 57.7% | 26% | 8% | 5.1% | 3.2% |
| Nov 2025 | 57.5% | 27% | 8% | 4.9% | 2.6% |
| Dec 2025 | 59.1% | 26.6% | 6.9% | 5% | 2.4% |
| Jan 2026 | 54.5% | 29.7% | 7.6% | 5.5% | 2.7% |
| Feb 2026 | 54.4% | 29.4% | 7.6% | 5.5% | 3.1% |
| Mar 2026 | 50.5% | 33.3% | 7.2% | 6% | 2.9% |
| Apr 2026 | 50% | 33% | 8.4% | 6% | 2.7% |
| May 2026 | 46.7% | 31.6% | 13.7% | 5.5% | 2.5% |
| Jun 2026 | 48.3% | 31.6% | 11.7% | 5.8% | 2.5% |
| Jul 2026 | 49% | 32.3% | 9.9% | 6% | 2.8% |
| Aug 2026 | 50.4% | 33.6% | 8.3% | 5% | 2.6% |
| Sep 2026 | 54.5% | 29.1% | 8.8% | 5.3% | 2.3% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.5% | 8.2M | +1.5% | +4 points | |
| 2, held 2nd | 29.1% | 4.4M | -18.5% | -4.5 points | |
| 3, held 3rd | 8.8% | 1.3M | -0.45% | +0.5 points | |
| 4, held 4th | 5.3% | 788K | -0.77% | +0.3 points | |
| 5, held 5th | 2.3% | 352K | -16.6% | -0.3 points |
54.5%
Held 1st. 8.2M estimated branded searches, +1.5% vs prior month. Share +4 points.
2.
Garmin29.1%
Held 2nd. 4.4M estimated branded searches, -18.5% vs prior month. Share -4.5 points.
3.
Fitbit8.8%
Held 3rd. 1.3M estimated branded searches, -0.45% vs prior month. Share +0.5 points.
4.
Amazfit5.3%
Held 4th. 788K estimated branded searches, -0.77% vs prior month. Share +0.3 points.
5.
Samsung2.3%
Held 5th. 352K estimated branded searches, -16.6% vs prior month. Share -0.3 points.
Compare search popularity between Apple Watch and its closest rivals
Every comparison with Apple Watch
4 comparisons
How has branded search demand for Apple Watch changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple Watch worldwide held steady, from 8M to 8.2M.
- Across the 12 months ending September 2026, Apple Watch’s estimated Share of Search among smartwatch brands worldwide decreased from 57.7% to 54.5%.
- Across the 12 months ending September 2026, Apple Watch’s estimated Share of Search among smartwatch brands worldwide peaked at 59.1% in December 2025 and was lowest at 46.7% in May 2026.
How did search popularity change for smartwatch brands worldwide in September 2026?
5 changes
In September 2026, Apple Watch gained estimated Share of Search among smartwatch brands worldwide, from 50.4% to 54.5%.
In September 2026, Garmin lost estimated Share of Search among smartwatch brands worldwide, from 33.6% to 29.1%.
Estimated monthly branded searches for Fitbit worldwide rose 18.4% over 12 measured months, from 1.1M to 1.3M in September 2026.
Estimated monthly branded searches for Amazfit worldwide rose 11.9% over 12 measured months, from 704K to 788K in September 2026.
Estimated monthly branded searches for Samsung worldwide fell 22.1% over 12 measured months, from 452K to 352K in September 2026.
How is Apple Watch measured?
Brandwave collects information about searches that people make online using Apple Watch’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- apple watch
- applewatch ultra
Who owns Apple Watch?
Apple Watch is owned by Apple. Brandwave also tracks Pixelmator, AirPods, Apple AirTag, Apple Maps, Apple Music, Apple Podcasts, Apple TV 4K, Apple Vision Pro, Final Cut Pro, Find My, GarageBand, 
iCloud, Keynote, Logic Pro and Safari, owned by the same company, worldwide.
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Is Apple Watch your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.