According to the NPD, “While Apple is the clear market leader, the new Smartwatch Total Market Report reveals that the top three brands (Apple, Samsung, and Fitbit) made up 88 percent of smartwatch unit sales during the timeframe. However, traditional watch manufacturers, like Fossil, and fitness-focused brands, like Garmin, are working to grow their share of the market, as they continue to expand into the smartwatch category.”
That being said, there is a chance that Google could turn things around for its Wear OS platform. If the rumors are to be believed, Google could finally be taking the wraps off its own brand of smartwatches this year with the Pixel Watch. While there’s no guarantee that the Pixel Watch will sell well, Google’s Nexus and Pixel brand of hardware has typically been appealing to users who want a more “pure” Android experience which could help attract more customers who might have been resistant to the idea before.