A new analytical report published today pointed out that global smartwatch shipments in Q4 2020 saw a slight YoY decrease to book an almost flat 2020 due to the impact of COVID-19. In a year where annual growth inched forward at only 1.5%, Apple maintained its solid number one position and increased its market share by 6% points, helping shift the overall market closer to the premium segment. Overall, Apple delivered 19% Year-over-Year growth.

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The Apple Watch Series 6 and SE did well, shipping 12.9 million units and accounting for 40% market share in Q4 2020. Samsung increased its share by 1%pt YoY, rebounding in the latter half of the year with the launch of its Galaxy 3 Watch.

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Lastly, Counterpoint noted that there's been a significant market shift to more expensive watches, with premium vendors like Apple, Samsung and Garmin helping to shore up the high end.

Counterpoint Senior Analyst Sujeong Lim said, "Price band dynamics during Q4 2020 indicate ASPs (average selling prices) are on the rise. 2019’s biggest segment ($101-$200) shrank by 7% points, while the more premium $300-plus segments grew by 8% points, helped tremendously by Apple, which enjoyed a dominant market share of over 70% in this category."

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