From January to September 2026, the Russian market for wearable devices reached 4.24 million units, totaling 31.7 ₽ billion in sales. According to data from ICMR and M.Video, Samsung emerged as the only leading brand to achieve growth in both unit sales and revenue during this period.
The revenue leaders were Huawei, Apple, and Samsung, which collectively captured 58.6% of the total market value. Samsung saw its sales increase by 7.8% in monetary terms and 0.8% in units. The top five list also includes Xiaomi and various unbranded devices.
Consumer demand is shifting toward more rational spending, leading to longer replacement cycles for wearable gadgets. M.Video suggests that manufacturers must introduce significant functional improvements to encourage users to upgrade their current devices more frequently.
Popular models during the first nine months of the year included the Apple Watch Series 11 in 42mm and 46mm sizes, the 40mm Apple Watch SE 3, and the Xiaomi Smart Band 10. The list of top sellers also features the LTE-enabled Samsung Galaxy Watch 8 and the 41mm Huawei Watch GT 6.
