According to M.Video, the Russian wearable device market reached 4.24 million units sold between January and September 2026, with a total value of 31.7 ₽ billion. Research data from ICMR indicates that Huawei, Apple, and Samsung collectively captured 58.6% of the market share in monetary terms.
Samsung emerged as the only top-tier brand to record growth in both revenue and unit sales, increasing by 7.8% and 0.8% respectively. The top five brands by monetary volume also include non-branded devices and Xiaomi, which holds the fifth position.
In terms of unit sales, the market leaders are Huawei, Apple, Samsung, non-branded devices, and Xiaomi. The most popular models include the Apple Watch Series 11 (42mm and 46mm), Apple Watch SE 3 (40mm), Xiaomi Smart Band 10, Samsung Galaxy Watch 8 (40mm LTE), and Huawei Watch GT 6 (41mm).
Nikita Tolpygin, head of the Telecom and Gadgets department at M.Video, noted that the market is shifting toward more rational consumption. Consumers are extending the lifecycle of their devices, and purchasing decisions are increasingly driven by practical needs rather than frequent upgrades.
