Europe Smart Watches Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Europe Smart Watches Market is Segmented by Operating Systems (Watch OS, Android/Wear OS, Other Operating Systems), Display Type (AMOLED, PMOLED, TFT LCD), Application (Personal Assistance, Medical, Sports, Other Applications), and Country (United Kingdom, Germany, Spain, Rest of Europe).

Market Snapshot

Study Period: 2018 - 2026
Base Year: 2019
CAGR: 5.36 %

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Market Overview

The Europe smartwatch market is expected to grow at a CAGR of 5.36% during the forecast period. The smartwatch is becoming popular for providing hands-free control and access to data anywhere at any time of the day. Apart from this, biometric functionality, GPS and mapping capability, and independent smartphone functionality are also few unique features of the smartwatch in line with the increasing disposable income of the people, which is expected to drive the market in European countries.

  • With the growing number of connected cars in European countries, the number of features to be used via smart wearables is also increasing. According to Goldman Sachs, the project size of the global market for a vehicle to everything (V to X) technologies is expected to reach USD 14,773 million by 2030.
  • In addition to that, most of the automotive players are also teaming up with the smartwatch vendors in the market in order to utilize the health data of the user and create a better driving experiencing. For instance, Garmin signed an integral collaboration with German automobile company Daimler AG to bring wearable technology into Mercedes-Benz vehicles as the outcome of their Fit & Healthy project.
  • In 2019, as an outcome of the collaboration, Daimler had introduced a Mercedes-Benz branded version of the Garmin vívoactive 3 GPS smartwatch to Mercedes-Benz vehicle owners and provide well-being features that monitor their stress levels and heart rate data once the watch is connected to the Mercedes Me mobile application. Thus, the watch delivers some of the driver’s key health metrics, including a wrist-based heart rate to the Mercedes-Benz User Experience.
  • Also, the component suppliers, such as ARM Holding, Bosch, have been actively introducing processors and chipsets, among others, to cater to the ever-increasing needs of the customers for the multipurpose performance features across the fitness and wellness segment.
  • For instance, in 2019, Bosch launched the BMI270, an ultra-low-power smart Inertial Measurement Unit (IMU) specifically targeted at wearable applications. It offers a strongly improved accelerometer offset and sensitivity performance, enabled by the newest Bosch MEMS process technology. The BMI270 is the latest member of Bosch Sensortec’s BMI260 family of IMUs. It includes intuitive gesture, context, and activity recognition with an integrated plug-and-play step counter, which is specially optimized for accurate step counting in wrist-worn devices. The IMU is also well suited for other types of wearable devices, such as hearables, smart clothes, smart shoes, smart glasses, and ankle bands.

Scope of the report

A smartwatch is a wearable electronic device that also has computed capabilities for specific functions and closely resembles a wristwatch. Owing to the type of application it is used for; in addition to displaying the time, many smartwatches have wireless communication capabilities that a user can use from the watches interface to initiate and answer phone calls, read emails and messages, receive weather report updates, dictate emails or text messages, or use it as a personal digital assistant.

Operating Systems
Watch OS
Android/Wear OS
Other Operating Systems
Display Type
Personal Assistance
Other Applications
United Kingdom
Rest of Europe

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Key Market Trends

The Aging Population in European Countries with Increased Risks for Chronic Conditions is Expected to Drive the Studied Market

  • The World Health Organization anticipates that the global elderly population 60 or older will grow to 2 billion by 2050 (World Health Organization (WHO), 2015). According to the Office for National Statistics (UK), in 2019, there were about 4.66 million people who were aged between 50 and 54 in the United Kingdom, the largest of any age group.
  • The aging population has increased risks for chronic conditions, falls, disabilities, and other adverse health outcomes. Wearable smart devices have been adopted by adults as well as older people to address some of the difficulties related to detecting and managing unfavorable health conditions.
  • According to the Office for National Statistics (UK), the United Kingdom contains one of Europe's largest fitness markets, with total revenue of about EUR 5.3 billion. Since 2012 there has been a consistent increase in the number of fitness facilities in the UK, culminating in 3419 facilities in 2018.
  • In 2019, UK households bought approximately GBP 26.1 billion worth of health products and services, including medical and pharmaceutical products and hospital and out-patient services. According to NHS Digital, in 2018, 30% of men and 26% of women in the United Kingdom lived with hypertension. Given that smart wearables have a significant role in playing inaccurate blood pressure monitoring, the market is presumed to get momentum.
  • Further, many governments are utilizing smartwatch capability to monitor the health data of their citizen during the Covid-19 pandemic. In April 2020, Germany enlists Fitbit Wearables and Smartwatches in Coronavirus. Germany's center for disease control urged people with smartwatches and fitness bands to share their health data to help keep track of the spread of the coronavirus.
  • Also, the Robert Koch Institute in Germany stated the launching of an app called Corona Datenspende (Corona Data Donation) that would allow people to voluntarily and anonymously share information from their fitness tracker and smartwatch that could reveal signs of a COVID-19 infection.

Growing Adoption of Connected Wearables in European Countries is Expected to Drive the Studied Market

  • According to the Cisco Annual IoT report 2018, stated that 578 million wearable devices would be in use over the next four years, up from just 109 million last year, which is a fivefold increase, but more enormously, the flooding of units will result in 18 times the amount of mobile data traffic. Global traffic from wearable devices will account for 1.1% of total mobile data traffic by 2019, compared to 0.6% at the end of last year.
  • In addition to that, 5G will be integral to the future of Europe’s digital infrastructure, and ongoing deployment of 5G in European countries is expected to drive smartwatch sales because of better connectivity and speed. 
  • For instance, German telecommunications operators secured 5G spectrum licenses in June 2019; they started an aggressive commercial strategy to launch 5G services in the country’s main urban areas. Deutsche Telekom kicked off the rollout of its 5G network in a certain number of cities across Germany at the beginning of July 2019. Currently, Telekom’s 5G network is available in Berlin, Bonn, Darmstadt, Munich, and Cologne. 
  • With the rise of 5G, the smartwatch may no longer need substantial physical storage to be built into them and can be used for additional sensors for advanced functionality. With faster connections, lower latency, and effectively instantaneous transmissions, users could simply store all their apps and files on the cloud rather than requiring their smartphone or wearable device to include physical storage. 
  • Many vendors in the market are investing in IoT to increase the connectivity of their smartwatch in order to offer a better customer experience in the digitalized world. For instance, Tag Heuer, a Swiss luxury watchmaker brand, has designed the new Connected Modular Golf Edition 2019 to enable users to enjoy daily connected services offered from Wear OS by Google to immersive sports experiences through the new TAG Heuer Sports app, which provides detailed tracking for golf, running, cycling, walking, fitness and other sessions through GPS and heart-rate monitor, among other sensors.

Competitive Landscape

The Europe smartwatch market is concentrated due to higher initial investments. It is dominated by a few major players like Apple Inc., Fitbit Inc., ​Garmin Ltd, Samsung Electronics Co. Ltd, and TAG Heuer S.A. These significant players, with a prominent share in the market, are focusing on expanding their customer base across foreign countries. These companies are leveraging strategic collaborative initiatives to increase their market share and increase their profitability. However, with technological advancements and product innovations, mid-size to smaller companies are growing their market presence by securing new contracts and tapping new markets.

  • March 2020 - TAG Heuer launched its latest smartwatch the simply-named TAG Heuer Connected. The brand has updated the TAG Heuer Connected and introduced the now very popular modular customization concept that allows for a large range of visual variety in each person’s own smartwatch. It runs the latest version of Google Wear OS as the smartwatch operating system and has a 45mm-wide case that is 13.5mm-thick and water-resistant to 50 meters. The watch has a 430 mAh battery that is said to be good for “all day” with moderate use of all the features and includes both GPS and an on-board heart rate monitor.
  • March 2020 - Fitbit and FibriCheck, an innovative health screening and monitoring app, announced the extension of their partnership to enable users in France, Germany, Italy and Spain to monitor their heart rhythm for irregularities, such as Atrial Fibrillation (AFib) directly from their Fitbit smartwatch.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Industry Value Chain Analysis

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Intensity of Competitive Rivalry

      5. 4.3.5 Threat of Substitute Products

    4. 4.4 Impact of COVID-19 on the Market

    5. 4.5 Market Drivers

      1. 4.5.1 The Aging Population in European Countries with Increased Risks for Chronic Conditions

      2. 4.5.2 Growing Adoption of Connected Wearables in European Countries

    6. 4.6 Market Restraints

      1. 4.6.1 Growing Complexity of Wearable Devices and Limited Use of Features, Augmented With Security Risks


    1. 5.1 Operating Systems

      1. 5.1.1 Watch OS

      2. 5.1.2 Android/Wear OS

      3. 5.1.3 Other Operating Systems

    2. 5.2 Display Type

      1. 5.2.1 AMOLED

      2. 5.2.2 PMOLED

      3. 5.2.3 TFT LCD

    3. 5.3 Application

      1. 5.3.1 Personal Assistance

      2. 5.3.2 Medical

      3. 5.3.3 Sports

      4. 5.3.4 Other Applications

    4. 5.4 Country

      1. 5.4.1 United Kingdom

      2. 5.4.2 Germany

      3. 5.4.3 Spain

      4. 5.4.4 Rest of Europe


    1. 6.1 Company Profiles

      1. 6.1.1 TAG Heuer S.A.

      2. 6.1.2 Apple Inc.

      3. 6.1.3 Fitbit Inc.

      4. 6.1.4 Garmin Ltd

      5. 6.1.5 Fossil Group Inc.

      6. 6.1.6 Polar Electro OY

      7. 6.1.7 Google LLC

      8. 6.1.8 Samsung Electronics Co. Ltd

      9. 6.1.9 Huawei Technologies Co. Ltd

      10. 6.1.10 Sony Corporation

      11. 6.1.11 Xiaomi Corporation

    2. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Europe Smart Watches Market market is studied from 2018 - 2026.

The Europe Smart Watches Market is growing at a CAGR of 5.36% over the next 5 years.

TAG Heuer S.A., Apple Inc. , Fitbit Inc. , Fossil Group Inc. , Samsung Electronics Co. Ltd are the major companies operating in Europe Smart Watches Market.

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