Smartwatch brands in the United Kingdom:Which are most popular?

Name: Smartwatch brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Apple Watch was the most searched smartwatch brand in the United Kingdom, accounting for 49.4% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Fitbit and Garmin were mentioned most often, in four of the five answers. Garmin was recommended most often, coming first in two out of four responses that gave a list.

Follow smartwatch brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top smartwatch brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Fitbit and Garmin were mentioned most often, in four of the five answers. Garmin was recommended most often, coming first in two out of four answers that gave a list. Apple Watch was second, and Fitbit was third. WHOOP, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Fitbit	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Garmin	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Apple Watch	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Google Pixel	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Amazfit	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Samsung Galaxy Watch	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Huawei	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
WHOOP	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
COROS	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Polar	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Fitbit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Garmin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Apple Watch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Google Pixel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amazfit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Samsung Galaxy Watch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Huawei1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch brands

5 answers

Asked ChatGPT
“Which smartwatch should I buy in the UK?”
1. 1Apple Watch
2. 2Garmin
3. 3Google Pixel
4. 4Amazfit
5. 5Fitbit
Asked ChatGPT
“What are the best smartwatch brands?”
1. 1Garmin
2. 2Huawei
3. 3Amazfit
4. 4Fitbit
5. 5Apple Watch
6. 6Google Pixel
Asked ChatGPT
“What is the best fitness tracker?”
1. 1Garmin
2. 2Fitbit
Searched Google, AI Overview
“smart watch”
Searched Google, AI Overview
“fitness tracker”
1. 1Fitbit

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which smartwatch brands do people search for most?

This chart shows how often people search Google for each smartwatch brand by name. Each line represents a brand's share of searches for all ten smartwatch brands we track, month by month, from searches in United Kingdom.

Share of searches among smartwatch brands in the United Kingdom, by month

Month	Apple Watch	Fitbit	Garmin	Samsung Galaxy Watch	WHOOP	Google Pixel	Amazfit	Huawei	COROS	Polar
Oct 2025	49.5%	14.8%	14.8%	9.1%	3%	3.3%	1.6%	2.4%	1.1%	0.32%
Nov 2025	54.6%	13.4%	13.4%	8.2%	2.7%	3.4%	1.5%	1.8%	0.8%	0.29%
Dec 2025	55.3%	13.6%	13.6%	7.2%	3.3%	2.8%	1.5%	1.8%	0.67%	0.24%
Jan 2026	45.8%	16.8%	16.8%	7.3%	5%	2.7%	2.3%	1.8%	1%	0.37%
Feb 2026	47.4%	14.2%	17.4%	7.5%	5.2%	2.6%	2.3%	1.9%	1%	0.37%
Mar 2026	46.6%	13.9%	17.1%	8.6%	5.1%	3.1%	2.3%	1.9%	1%	0.37%
Apr 2026	43.8%	16.1%	19.6%	7%	5.9%	2.4%	2.2%	1.8%	0.96%	0.35%
May 2026	41.7%	22.8%	15.3%	6.6%	5.6%	2.5%	2%	2%	1.1%	0.33%
Jun 2026	43.4%	19.5%	15.9%	7.4%	5.8%	2.6%	2.1%	2.1%	0.78%	0.28%
Jul 2026	39.7%	17.8%	17.8%	9.5%	6.5%	2.9%	2.4%	2%	1.1%	0.32%
Aug 2026	42.5%	15.6%	19.1%	8.3%	5.7%	3.4%	2.1%	2.1%	0.94%	0.33%
Sep 2026	49.4%	14.8%	14.8%	7.4%	5.4%	3%	2%	2%	0.89%	0.26%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Apple Watch Apple	49.4%	450K	+22.3%	+6.9 points
2, moved from 3rd to 2nd	Fitbit Google	14.8%	135K	0%	-0.8 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Garmin	14.8%	135K	-18.2%	-4.2 pointsmoved from 2nd to 3rd
4, held 4th	Samsung Galaxy Watch Samsung	7.4%	67.6K	-5.7%	-0.9 points
5, held 5th	WHOOP	5.4%	49.5K	0%	-0.3 points
6, held 6th	Google Pixel Google	3%	26.9K	-9.1%	-0.5 points
7, held 7th	Amazfit	2%	18.1K	0%	-0.1 points
8, held 8th	Huawei	2%	18.1K	0%	-0.1 points
9, held 9th	COROS	0.89%	8.1K	0%	0 points
10, held 10th	Polar	0.26%	2.4K	-17.2%	-0.1 points

1.Apple Watch
49.4%
Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +6.9 points.
2.Fitbit
14.8%
Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.8 points.
3.Garmin
14.8%
Moved from 2nd to 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -4.2 points.
4.Samsung Galaxy Watch
7.4%
Held 4th. 67.6K estimated branded searches, -5.7% vs prior month. Share -0.9 points.
5.WHOOP
5.4%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
6.Google Pixel
3%
Held 6th. 26.9K estimated branded searches, -9.1% vs prior month. Share -0.5 points.
7.Amazfit
2%
Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
8.Huawei
2%
Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
9.COROS
0.89%
Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
10.Polar
0.26%
Held 10th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

Google Pixel sells other things too, so only its searches that name this product count here, like “pixel watch”.

Which brand is most popular in search among smartwatch brands in the United Kingdom?

10 brands

In September 2026, Apple Watch was the most searched among smartwatch brands in the United Kingdom, with an estimated 450K branded searches, 49.4% of all searches for the ten we track. Fitbit is in 2nd place, 34.6 percentage points behind at 14.8%.

United Kingdom smartwatch brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Apple Watch	49.5% → 49.4%	55.3%Dec 2025	39.7%Jul 2026	1st
Fitbit	14.8%	22.8%May 2026	13.4%Nov 2025	2nd
Garmin	14.8%	19.6%Apr 2026	13.4%Nov 2025	3rd
Samsung Galaxy Watch	9.1% → 7.4%	9.5%Jul 2026	6.6%May 2026	4th
WHOOP	3% → 5.4%	6.5%Jul 2026	2.7%Nov 2025	6th → 5th
Google Pixel	3.3% → 3%	3.4%Aug 2026	2.4%Apr 2026	5th → 6th
Amazfit	1.6% → 2%	2.4%Jul 2026	1.5%Nov 2025	8th → 7th
Huawei	2.4% → 2%	2.4%Oct 2025	1.8%Apr 2026	7th → 8th
COROS	1.1% → 0.89%	1.1%May 2026	0.67%Dec 2025	9th
Polar	0.32% → 0.26%	0.37%Feb 2026	0.24%Dec 2025	10th

Each finding as a sentence

Across the 12 months ending September 2026, Samsung Galaxy Watch’s share of searches among smartwatch brands in the United Kingdom decreased from 9.1% to 7.4%.
Across the 12 months ending September 2026, WHOOP’s share of searches among smartwatch brands in the United Kingdom increased from 3% to 5.4%.
Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch brands in the United Kingdom peaked at 55.3% in December 2025 and was lowest at 39.7% in July 2026.
Across the 12 months ending September 2026, Fitbit’s share of searches among smartwatch brands in the United Kingdom peaked at 22.8% in May 2026 and was lowest at 13.4% in November 2025.
Across the 12 months ending September 2026, Garmin’s share of searches among smartwatch brands in the United Kingdom peaked at 19.6% in April 2026 and was lowest at 13.4% in November 2025.
Across the 12 months ending September 2026, Samsung Galaxy Watch’s share of searches among smartwatch brands in the United Kingdom peaked at 9.5% in July 2026 and was lowest at 6.6% in May 2026.
Across the 12 months ending September 2026, WHOOP’s share of searches among smartwatch brands in the United Kingdom peaked at 6.5% in July 2026 and was lowest at 2.7% in November 2025.
Across the 12 months ending September 2026, Google Pixel’s share of searches among smartwatch brands in the United Kingdom peaked at 3.4% in August 2026 and was lowest at 2.4% in April 2026.
Across the 12 months ending September 2026, WHOOP rose from 6th to 5th among smartwatch brands in the United Kingdom.
Across the 12 months ending September 2026, Google Pixel fell from 5th to 6th among smartwatch brands in the United Kingdom.
Across the 12 months ending September 2026, Amazfit rose from 8th to 7th among smartwatch brands in the United Kingdom.
Across the 12 months ending September 2026, Huawei fell from 7th to 8th among smartwatch brands in the United Kingdom.
Across the 12 months ending September 2026, Apple Watch, Fitbit, Garmin, COROS and Polar held steady: their share of searches among smartwatch brands in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom smartwatch brands in September 2026?

8 changes

In September 2026, Apple Watch gained share of searches among smartwatch brands in the United Kingdom, from 42.5% to 49.4%.
In September 2026, Garmin lost share of searches among smartwatch brands in the United Kingdom, from 19.1% to 14.8%.
In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch brands in the United Kingdom, from 8.3% to 7.4%.
In September 2026, Fitbit lost share of searches among smartwatch brands in the United Kingdom, from 15.6% to 14.8%.
Estimated monthly branded searches for WHOOP in the United Kingdom rose 82.7% over 12 measured months, from 27.1K to 49.5K in September 2026.
Estimated monthly branded searches for Amazfit in the United Kingdom rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.
Estimated monthly branded searches for Huawei in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Estimated monthly branded searches for COROS in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

How are branded searches counted for smartwatch brands?

12 search terms

Each brand's share of searches among smartwatch brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.