---
title: "Smartwatch brands in the United Kingdom: Which are searched most?"
description: "Compare the smartwatch and fitness watch brands people in the UK buy. Share of Search among Apple Watch, Fitbit, Garmin, Samsung Galaxy Watch, WHOOP, Google Pixel, Amazfit, Huawei, COROS and Polar, the smartwatch brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-smartwatch-brands"
publisher: "Brandwave"
---

# Smartwatch brands in the United Kingdom: Which are searched most?

Compare the smartwatch and fitness watch brands people in the UK buy. Share of Search among Apple Watch, Fitbit, Garmin, Samsung Galaxy Watch, WHOOP, Google Pixel, Amazfit, Huawei, COROS and Polar, the smartwatch brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Smartwatch brands
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Apple Watch, 49.4%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Garmin | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Apple Watch | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Fitbit | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Amazfit | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Samsung Galaxy Watch | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Huawei | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Google Pixel | 7th | 2 of 3 | 0 of 2 | 2 of 5 |
| WHOOP | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| COROS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Polar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about smartwatch brands

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

Not named in any answer: WHOOP, COROS and Polar.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026.

## Compare search popularity between leading brands

- [Apple Watch vs Fitbit: compare search popularity](/demand/uk/compare/apple-watch-vs-fitbit): 49.4% against 14.8% Share of Search.
- [Apple Watch vs Garmin: compare search popularity](/demand/uk/compare/apple-watch-vs-garmin): 49.4% against 14.8% Share of Search.
- [Apple Watch vs Samsung Galaxy Watch: compare search popularity](/demand/uk/compare/apple-watch-vs-samsung-galaxy-watch): 49.4% against 7.4% Share of Search.
- [Apple Watch vs WHOOP: compare search popularity](/demand/uk/compare/apple-watch-vs-whoop): 49.4% against 5.4% Share of Search.
- [Fitbit vs Garmin: compare search popularity](/demand/uk/compare/fitbit-vs-garmin): 14.8% Share of Search each.
- [Fitbit vs Samsung Galaxy Watch: compare search popularity](/demand/uk/compare/fitbit-vs-samsung-galaxy-watch): 14.8% against 7.4% Share of Search.
- [Fitbit vs WHOOP: compare search popularity](/demand/uk/compare/fitbit-vs-whoop): 14.8% against 5.4% Share of Search.
- [Garmin vs Samsung Galaxy Watch: compare search popularity](/demand/uk/compare/garmin-vs-samsung-galaxy-watch): 14.8% against 7.4% Share of Search.
- [Garmin vs WHOOP: compare search popularity](/demand/uk/compare/garmin-vs-whoop): 14.8% against 5.4% Share of Search.
- [Samsung Galaxy Watch vs WHOOP: compare search popularity](/demand/uk/compare/samsung-galaxy-watch-vs-whoop): 7.4% against 5.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple Watch | 49.4% | 450K | +22.3% | Apple |
| 2 | Fitbit | 14.8% | 135K | 0.0% | Google |
| 3 | Garmin | 14.8% | 135K | -18.2% | Garmin |
| 4 | Samsung Galaxy Watch | 7.4% | 67.6K | -5.7% | Samsung |
| 5 | WHOOP | 5.4% | 49.5K | 0.0% | WHOOP |
| 6 | Google Pixel | 3% | 26.9K | -9.1% | Google |
| 7 | Amazfit | 2% | 18.1K | 0.0% | Amazfit |
| 8 | Huawei | 2% | 18.1K | 0.0% | Huawei |
| 9 | COROS | 0.89% | 8.1K | 0.0% | COROS |
| 10 | Polar | 0.26% | 2.4K | -17.2% | Polar |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Apple Watch | 450K | 49.5% | 1 |
| Oct 2025 | Fitbit | 135K | 14.8% | 2 |
| Oct 2025 | Garmin | 135K | 14.8% | 3 |
| Oct 2025 | Samsung Galaxy Watch | 82.7K | 9.1% | 4 |
| Oct 2025 | Google Pixel | 30.2K | 3.3% | 5 |
| Oct 2025 | WHOOP | 27.1K | 3% | 6 |
| Oct 2025 | Huawei | 22.2K | 2.4% | 7 |
| Oct 2025 | Amazfit | 14.8K | 1.6% | 8 |
| Oct 2025 | COROS | 9.9K | 1.1% | 9 |
| Oct 2025 | Polar | 2.9K | 0.32% | 10 |
| Nov 2025 | Apple Watch | 673K | 54.6% | 1 |
| Nov 2025 | Fitbit | 165K | 13.4% | 2 |
| Nov 2025 | Garmin | 165K | 13.4% | 3 |
| Nov 2025 | Samsung Galaxy Watch | 101K | 8.2% | 4 |
| Nov 2025 | Google Pixel | 41.9K | 3.4% | 5 |
| Nov 2025 | WHOOP | 33.1K | 2.7% | 6 |
| Nov 2025 | Huawei | 22.2K | 1.8% | 7 |
| Nov 2025 | Amazfit | 18.1K | 1.5% | 8 |
| Nov 2025 | COROS | 9.9K | 0.8% | 9 |
| Nov 2025 | Polar | 3.6K | 0.29% | 10 |
| Dec 2025 | Apple Watch | 673K | 55.3% | 1 |
| Dec 2025 | Fitbit | 165K | 13.6% | 2 |
| Dec 2025 | Garmin | 165K | 13.6% | 3 |
| Dec 2025 | Samsung Galaxy Watch | 87.6K | 7.2% | 4 |
| Dec 2025 | WHOOP | 40.5K | 3.3% | 5 |
| Dec 2025 | Google Pixel | 34.3K | 2.8% | 6 |
| Dec 2025 | Huawei | 22.2K | 1.8% | 7 |
| Dec 2025 | Amazfit | 18.1K | 1.5% | 8 |
| Dec 2025 | COROS | 8.1K | 0.67% | 9 |
| Dec 2025 | Polar | 2.9K | 0.24% | 10 |
| Jan 2026 | Apple Watch | 450K | 45.8% | 1 |
| Jan 2026 | Fitbit | 165K | 16.8% | 2 |
| Jan 2026 | Garmin | 165K | 16.8% | 3 |
| Jan 2026 | Samsung Galaxy Watch | 71.7K | 7.3% | 4 |
| Jan 2026 | WHOOP | 49.5K | 5% | 5 |
| Jan 2026 | Google Pixel | 26.9K | 2.7% | 6 |
| Jan 2026 | Amazfit | 22.2K | 2.3% | 7 |
| Jan 2026 | Huawei | 18.1K | 1.8% | 8 |
| Jan 2026 | COROS | 9.9K | 1% | 9 |
| Jan 2026 | Polar | 3.6K | 0.37% | 10 |
| Feb 2026 | Apple Watch | 368K | 47.4% | 1 |
| Feb 2026 | Garmin | 135K | 17.4% | 2 |
| Feb 2026 | Fitbit | 110K | 14.2% | 3 |
| Feb 2026 | Samsung Galaxy Watch | 58.6K | 7.5% | 4 |
| Feb 2026 | WHOOP | 40.5K | 5.2% | 5 |
| Feb 2026 | Google Pixel | 20.2K | 2.6% | 6 |
| Feb 2026 | Amazfit | 18.1K | 2.3% | 7 |
| Feb 2026 | Huawei | 14.8K | 1.9% | 8 |
| Feb 2026 | COROS | 8.1K | 1% | 9 |
| Feb 2026 | Polar | 2.9K | 0.37% | 10 |
| Mar 2026 | Apple Watch | 368K | 46.6% | 1 |
| Mar 2026 | Garmin | 135K | 17.1% | 2 |
| Mar 2026 | Fitbit | 110K | 13.9% | 3 |
| Mar 2026 | Samsung Galaxy Watch | 67.6K | 8.6% | 4 |
| Mar 2026 | WHOOP | 40.5K | 5.1% | 5 |
| Mar 2026 | Google Pixel | 24.2K | 3.1% | 6 |
| Mar 2026 | Amazfit | 18.1K | 2.3% | 7 |
| Mar 2026 | Huawei | 14.8K | 1.9% | 8 |
| Mar 2026 | COROS | 8.1K | 1% | 9 |
| Mar 2026 | Polar | 2.9K | 0.37% | 10 |
| Apr 2026 | Apple Watch | 368K | 43.8% | 1 |
| Apr 2026 | Garmin | 165K | 19.6% | 2 |
| Apr 2026 | Fitbit | 135K | 16.1% | 3 |
| Apr 2026 | Samsung Galaxy Watch | 58.6K | 7% | 4 |
| Apr 2026 | WHOOP | 49.5K | 5.9% | 5 |
| Apr 2026 | Google Pixel | 20.2K | 2.4% | 6 |
| Apr 2026 | Amazfit | 18.1K | 2.2% | 7 |
| Apr 2026 | Huawei | 14.8K | 1.8% | 8 |
| Apr 2026 | COROS | 8.1K | 0.96% | 9 |
| Apr 2026 | Polar | 2.9K | 0.35% | 10 |
| May 2026 | Apple Watch | 368K | 41.7% | 1 |
| May 2026 | Fitbit | 201K | 22.8% | 2 |
| May 2026 | Garmin | 135K | 15.3% | 3 |
| May 2026 | Samsung Galaxy Watch | 58.6K | 6.6% | 4 |
| May 2026 | WHOOP | 49.5K | 5.6% | 5 |
| May 2026 | Google Pixel | 22K | 2.5% | 6 |
| May 2026 | Amazfit | 18.1K | 2% | 7 |
| May 2026 | Huawei | 18.1K | 2% | 8 |
| May 2026 | COROS | 9.9K | 1.1% | 9 |
| May 2026 | Polar | 2.9K | 0.33% | 10 |
| Jun 2026 | Apple Watch | 368K | 43.4% | 1 |
| Jun 2026 | Fitbit | 165K | 19.5% | 2 |
| Jun 2026 | Garmin | 135K | 15.9% | 3 |
| Jun 2026 | Samsung Galaxy Watch | 62.7K | 7.4% | 4 |
| Jun 2026 | WHOOP | 49.5K | 5.8% | 5 |
| Jun 2026 | Google Pixel | 22K | 2.6% | 6 |
| Jun 2026 | Amazfit | 18.1K | 2.1% | 7 |
| Jun 2026 | Huawei | 18.1K | 2.1% | 8 |
| Jun 2026 | COROS | 6.6K | 0.78% | 9 |
| Jun 2026 | Polar | 2.4K | 0.28% | 10 |
| Jul 2026 | Apple Watch | 301K | 39.7% | 1 |
| Jul 2026 | Fitbit | 135K | 17.8% | 2 |
| Jul 2026 | Garmin | 135K | 17.8% | 3 |
| Jul 2026 | Samsung Galaxy Watch | 71.7K | 9.5% | 4 |
| Jul 2026 | WHOOP | 49.5K | 6.5% | 5 |
| Jul 2026 | Google Pixel | 22K | 2.9% | 6 |
| Jul 2026 | Amazfit | 18.1K | 2.4% | 7 |
| Jul 2026 | Huawei | 14.8K | 2% | 8 |
| Jul 2026 | COROS | 8.1K | 1.1% | 9 |
| Jul 2026 | Polar | 2.4K | 0.32% | 10 |
| Aug 2026 | Apple Watch | 368K | 42.5% | 1 |
| Aug 2026 | Garmin | 165K | 19.1% | 2 |
| Aug 2026 | Fitbit | 135K | 15.6% | 3 |
| Aug 2026 | Samsung Galaxy Watch | 71.7K | 8.3% | 4 |
| Aug 2026 | WHOOP | 49.5K | 5.7% | 5 |
| Aug 2026 | Google Pixel | 29.6K | 3.4% | 6 |
| Aug 2026 | Amazfit | 18.1K | 2.1% | 7 |
| Aug 2026 | Huawei | 18.1K | 2.1% | 8 |
| Aug 2026 | COROS | 8.1K | 0.94% | 9 |
| Aug 2026 | Polar | 2.9K | 0.33% | 10 |
| Sep 2026 | Apple Watch | 450K | 49.4% | 1 |
| Sep 2026 | Fitbit | 135K | 14.8% | 2 |
| Sep 2026 | Garmin | 135K | 14.8% | 3 |
| Sep 2026 | Samsung Galaxy Watch | 67.6K | 7.4% | 4 |
| Sep 2026 | WHOOP | 49.5K | 5.4% | 5 |
| Sep 2026 | Google Pixel | 26.9K | 3% | 6 |
| Sep 2026 | Amazfit | 18.1K | 2% | 7 |
| Sep 2026 | Huawei | 18.1K | 2% | 8 |
| Sep 2026 | COROS | 8.1K | 0.89% | 9 |
| Sep 2026 | Polar | 2.4K | 0.26% | 10 |

## What is being compared

- **Amazfit**: Measured on the search term “amazfit”.
- **Apple Watch**: Measured on the search term “apple watch”.
- **COROS**: Measured on the search term “coros watch”.
- **Fitbit**: Measured on the search term “fitbit”.
- **Garmin**: Measured on the search term “garmin watch”.
- **Google Pixel**: Measured on the search terms “google pixel watch” and “pixel watch”, summed into one figure.
- **Huawei**: Measured on the search term “huawei watch”.
- **Polar**: Measured on the search term “polar watch”.
- **Samsung Galaxy Watch**: Measured on the search terms “samsung galaxy watch” and “samsung watch”, summed into one figure.
- **WHOOP**: Measured on the search term “whoop band”.

- [Amazfit](/demand/uk/brands/amazfit)
- [Apple Watch](/demand/uk/brands/apple-watch)
- [COROS](/demand/uk/brands/coros)
- [Fitbit](/demand/uk/brands/fitbit)
- [Garmin](/demand/uk/brands/garmin)
- [Google Pixel](/demand/uk/brands/google-pixel)
- [Huawei](/demand/uk/brands/huawei)
- [Polar](/demand/uk/brands/polar)
- [Samsung Galaxy Watch](/demand/uk/brands/samsung-galaxy-watch)
- [WHOOP](/demand/uk/brands/whoop)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Smartwatch brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-smartwatch-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-smartwatch-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.