Apple Watch vs Fitbit:Which is more popular?
In September 2026, Apple Watch had more branded searches than Fitbit among smartwatch brands in the United Kingdom. Apple Watch had about 450,000 branded searches, while Fitbit had 135,000. Apple Watch made up 49.4% of all smartwatch brand searches we track, and Fitbit accounted for 14.8%. When we asked ChatGPT and Google AI Overviews about smartwatch brands, Fitbit appeared in four of the five answers and Apple Watch in three. Apple Watch and Fitbit were each mentioned first in two of the four answers.
Who do people search for more?
Apple Watch, about 3 searches for every 1 for Fitbit
Who does AI mention more?
Fitbit, mentioned in 4 of 5 answers, Apple Watch in 3
Who does AI recommend more?
Each is named first in 2 of 4 answers.
Follow Apple Watch vs Fitbit 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
Top smartwatch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fitbit was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Apple Watch was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Apple Watch and Fitbit were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Garmin1st- Apple Watch2nd
- Fitbit3rd
Amazfit4th
Samsung Galaxy Watch5th
Huawei6th
Google Pixel7th
WHOOP–
COROS–
Polar–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
Asked ChatGPT
“What are the best smartwatch brands?”
Asked ChatGPT
“What is the best fitness tracker?”
Searched Google, AI Overview
“smart watch”
Searched Google, AI Overview
“fitness tracker”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Is Apple Watch or Fitbit more popular in search?
This chart shows how often people search Google for Apple Watch and Fitbit 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 by month for Apple Watch, Fitbit. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
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 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch brands in the United Kingdom moved from 49.5% to 49.4%, and its estimated monthly branded searches held steady at 450K.
- Across the 12 months ending September 2026, Fitbit’s share of searches among smartwatch brands in the United Kingdom held steady at 14.8%, and its estimated monthly branded searches held steady at 135K.
How did search popularity change for United Kingdom smartwatch brands in September 2026?
2 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, Fitbit lost share of searches among smartwatch brands in the United Kingdom, from 15.6% to 14.8%.
How are branded searches counted?
2 search terms
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
1 branded search term
- fitbit
Other head-to-heads among smartwatch brands
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.