This IDC study examines the market shares of the major vendors in the U.S. smartwatch market in 2020.
"When the pandemic began, the prevailing assumption was that smartwatches — like many other consumer electronics — would suffer since no one was going out and the distribution model had shifted drastically from in-store to online," points out Ramon T. Llamas, research director for IDC's Wearables team. "These actually became strong drivers for the U.S. smartwatch market, along with strong end-user interest, a desire to stay in shape, and demand for new products and experiences."
"In conjunction with market growth was diversification of user tastes, and that fed into the leading brands' trajectories for the year," adds Llamas. "Apple led the market with a Swiss Army knife approach offering a myriad of applications. Fitbit tied its smartwatches to health and fitness, while Garmin attached its smartwatch success to different activities. Fossil — along with its sub-brands — gains a foothold with fashion. Collectively, these address a wide market of users and helped push the market higher."
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