How popular isApple Watch in search?
In September 2026, people searched for Apple Watch by name about 8.2 million times worldwide, about the same as the previous year. These searches made up 51.9% of all global fitness watch brand searches, placing Apple Watch first out of seven brands. These are worldwide searches for English-language branded terms.
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Which fitness watch brands compete with Apple Watch?
Share of searches by month for Apple Watch, Garmin, Fitbit, COROS, Amazfit. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Garmin | Fitbit | COROS | Amazfit | Withings | Polar |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 56.3% | 25% | 7.8% | 4.5% | 4.9% | 1.2% | 0.21% |
| Nov 2025 | 54.9% | 25.4% | 7.7% | 5.7% | 4.7% | 1.4% | 0.21% |
| Dec 2025 | 57.2% | 25.5% | 6.7% | 4.5% | 4.8% | 1.2% | 0.18% |
| Jan 2026 | 52.6% | 28.3% | 7.3% | 4.7% | 5.3% | 1.5% | 0.22% |
| Feb 2026 | 52.7% | 28.1% | 7.4% | 4.7% | 5.3% | 1.6% | 0.22% |
| Mar 2026 | 48.7% | 31.6% | 7% | 5.2% | 5.8% | 1.5% | 0.22% |
| Apr 2026 | 48.1% | 31.2% | 8.1% | 5.5% | 5.8% | 1.2% | 0.19% |
| May 2026 | 44.6% | 29.7% | 13.1% | 6.1% | 5.3% | 1.1% | 0.17% |
| Jun 2026 | 46.5% | 29.9% | 11.3% | 5.2% | 5.6% | 1.3% | 0.15% |
| Jul 2026 | 47.3% | 30.7% | 9.6% | 5.4% | 5.8% | 1.2% | 0.17% |
| Aug 2026 | 48.6% | 31.9% | 8% | 5.4% | 4.8% | 1.2% | 0.14% |
| Sep 2026 | 51.9% | 27.3% | 8.4% | 6.2% | 5% | 1% | 0.15% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 51.9% | 8.2M | +1.5% | +3.4 points | |
| 2, held 2nd | 27.3% | 4.3M | -18.6% | -4.5 points | |
| 3, held 3rd | 8.4% | 1.3M | -0.45% | +0.4 points | |
| 4, held 4th | 6.2% | 966K | +7.5% | +0.7 points | |
| 5, held 5th | 5% | 788K | -0.77% | +0.2 points | |
| 6, held 6th | 1% | 163K | -15.6% | -0.1 points | |
| 7, held 7th | 0.15% | 22.9K | -4.2% | 0 points |
51.9%
Held 1st. 8.2M estimated branded searches, +1.5% vs prior month. Share +3.4 points.
2.
Garmin27.3%
Held 2nd. 4.3M estimated branded searches, -18.6% vs prior month. Share -4.5 points.
3.
Fitbit8.4%
Held 3rd. 1.3M estimated branded searches, -0.45% vs prior month. Share +0.4 points.
4.
COROS6.2%
Held 4th. 966K estimated branded searches, +7.5% vs prior month. Share +0.7 points.
5.
Amazfit5%
Held 5th. 788K estimated branded searches, -0.77% vs prior month. Share +0.2 points.
6.
Withings1%
Held 6th. 163K estimated branded searches, -15.6% vs prior month. Share -0.1 points.
7.
Polar0.15%
Held 7th. 22.9K estimated branded searches, -4.2% vs prior month. Share 0 points.
Compare search popularity between Apple Watch and its closest rivals
Every comparison with Apple Watch
10 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 share of searches among fitness watch brands worldwide decreased from 56.3% to 51.9%.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among fitness watch brands worldwide peaked at 57.2% in December 2025 and was lowest at 44.6% in May 2026.
How did search popularity change for fitness watch brands worldwide in September 2026?
6 changes
In September 2026, Apple Watch gained share of searches among fitness watch brands worldwide, from 48.6% to 51.9%.
In September 2026, COROS gained share of searches among fitness watch brands worldwide, from 5.4% to 6.2%.
In September 2026, Garmin lost share of searches among fitness watch brands worldwide, from 31.9% to 27.3%.
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 Polar worldwide fell 22.9% over 12 measured months, from 29.7K to 22.9K in September 2026.
How are Apple Watch’s branded searches counted?
2 search terms
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.
- apple watch
- applewatch ultra
Who owns Apple Watch?
Apple Watch is owned by Apple. Brandwave also tracks Pixelmator, Apple AirPods, Apple AirPods Max, Apple AirTag, Apple Books, Apple iPad, Apple iPhone, Apple MacBook, Apple Maps, Apple Music, Apple Passwords, Apple Podcasts, Apple Podcasts Subscriptions, Apple Reminders, Apple TV 4K, Apple Vision Pro, FaceTime, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, iWork, Keynote, Logic Pro, Safari and 
Xcode Cloud, owned by the same company, worldwide.
Do you work for Apple Watch? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Apple Watch compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Fitness tracker brands | 1st of 8 | 48.1% | Show ranking |
| Fitness watch brands | 1st of 7 | 51.9% | Shown above |
| Smartwatch brands | 1st of 5 | 55.8% | Show ranking |
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.