Apple Watch vs Fitbit:Which is more popular by branded search?
In August 2026, Apple Watch had more branded searches than Fitbit among smartwatch brands worldwide. Apple Watch was estimated to have 7.5M branded searches compared to Fitbit’s 1.3M, and held a 48.6% Share of Search versus Fitbit’s 8.7%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Apple Watch or Fitbit?
Compare the smartwatch brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Apple Watch, Fitbit. The figures are in the table below the chart.
View monthly share of search table
| Month | Apple Watch | Garmin | Fitbit | Amazfit | Samsung |
|---|---|---|---|---|---|
| Oct 2025 | 55.8% | 27.1% | 8.4% | 5.3% | 3.4% |
| Nov 2025 | 56% | 27.9% | 8.4% | 5.1% | 2.6% |
| Dec 2025 | 57.6% | 27.6% | 7.2% | 5.1% | 2.5% |
| Jan 2026 | 52.6% | 30.9% | 8% | 5.7% | 2.8% |
| Feb 2026 | 52.5% | 30.6% | 8% | 5.7% | 3.2% |
| Mar 2026 | 48.6% | 34.6% | 7.6% | 6.3% | 3% |
| Apr 2026 | 48.1% | 34.2% | 8.8% | 6.2% | 2.8% |
| May 2026 | 44.4% | 33% | 14.3% | 5.7% | 2.6% |
| Jun 2026 | 46% | 33% | 12.3% | 6% | 2.6% |
| Jul 2026 | 47.1% | 33.5% | 10.3% | 6.2% | 2.9% |
| Aug 2026 | 48.6% | 34.8% | 8.7% | 5.2% | 2.7% |
| Sep 2026 | — | — | — | — | — |
How has the Apple Watch and Fitbit comparison changed over the last 12 months?
3 findings
- Apple Watch was ahead of Fitbit in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Apple Watch’s estimated Share of Search among smartwatch brands worldwide moved from 55.8% to 48.6%, and its estimated monthly branded searches held steady at 7.5M.
- Across the 11 months ending August 2026, Fitbit’s estimated Share of Search among smartwatch brands worldwide moved from 8.4% to 8.7%, and its estimated monthly branded searches moved from 1.1M to 1.3M.
How did search popularity change for smartwatch brands worldwide in August 2026?
2 changes
In August 2026, Apple Watch gained estimated Share of Search among smartwatch brands worldwide, from 47.1% to 48.6%.
In August 2026, Fitbit lost estimated Share of Search among smartwatch brands worldwide, from 10.3% to 8.7%.
How each brand is measured
Brandwave collects information about searches that people make online using Apple Watch’s and Fitbit’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Apple Watch
1 branded search term
- apple watch
Fitbit
8 branded search terms
- fitbit
- fitbit charge
- fitbit com
- fitbit fitness watch
- fitbit sense
- fitbit smartwatch
- fitbit versa
- smartwatch fitbit
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.