As of 2025, there are more than 450 million smartwatch users worldwide, with this figure expected to rise to 700 million by 2027. Apple holds the largest share at 21%, and there’s a huge reason for this. For every smartwatch you see, there’s an even greater percentage that ends up in the bin because it doesn’t meet the users’ needs.
Apple has mastered the art of successfully selling smartwatches, and you can too by simply providing features that your customers desire. So, what makes a smartwatch sell in 2025? What features spark interest, drive sales and build long-term loyalty? With buyers being far less forgiving now more than ever, you need to know the answers to these questions.
This article will show you what modern consumers are really looking for and how to position your product as the smartwatch of the future.
Top Smartwatch Features Consumers Love
1. Modern, Wearable Design
We can’t rule out the role of aesthetics in gadgets. No one wants a bulky wristwatch that doesn’t blend with their stylish look or personality. Wearable tech has become a huge part of daily outfits, so consumers want smartwatches that look as good as they perform.
Even fashion-conscious markets like the United States and parts of Europe show this trend in purchasing decisions, where buyers treat wearables as style accessories. The great thing about this is that several top brands have noticed this trend. Many smartwatches come in multiple finishes to cater to diverse style needs. The Apple Watch Series 9 is an excellent example of this. There are both aluminium and stainless-steel finishes, with dozens of straps to match different looks.
Samsung’s Galaxy Watch 6 Classic came back with the rotating bezel to cater to rising demands for elegance and functionality. Therefore, one major reason why a smartwatch sells in 2025 is that it aligns with personal expression and user lifestyle.
2. Health and Wellness Features
Do you know that approximately 83% of consumers consider health and fitness tracking features a major consideration when buying smartwatches? We have heard countless stories of smartwatch users who were able to detect symptoms of cardiac issues early on through their wearable device, and how this was a lifesaver. So, there’s a pretty good reason why health features form a huge part of consumer interest in smartwatches in 2025.
Many smartwatch users buy this device to manage their health and fitness better, and it doesn’t stop at just counting their steps. We’ve moved beyond this basic feature. Now, customers expect high-grade features like advanced sleep analytics, ECG monitoring, stress measurement and SpO2 tracking. The Apple Watch has been a pioneer in this space, especially with its ECG app approved by the FDA. Fitbit is also another great brand that pays attention to the wellness aspect of its smartwatches.
They integrate daily readiness scores and stress management tools into their top smartwatch features. With ECG monitoring, smartwatches can detect irregular heartbeats and spur users to take proper checkups that can reveal deep-seated heart issues. The interesting part is that this appeals to individuals and not just athletes. In 2025, smartwatch users want to feel more in control of their health.
3. Strong Battery Life
This is a no-brainer. A YouGov poll found that 65% of people who buy wearables care most about battery life. And it makes sense—no one wants to charge their watch every few hours. A strong battery means you can enjoy your smartwatch longer without constantly looking for a charger.
That’s why many buyers look for devices that last at least a full day on one charge. If your smartwatch can’t keep up, it could turn users away. Frequent charging is one of the biggest complaints people have about their smartwatches. So, if your device can go the distance, you’re already ahead.
When a device dies halfway through the day or needs to be left off the wrist at night during sleep tracking, it loses both functionality and trust. That’s why battery performance is now a serious selling point. Garmin continues to lead the pack, with models like the Fenix 7 boasting up to 18 days of usage. Some smartwatch models cleverly extend battery life using dual-display technology, while budget-friendly options like Amazfit offer 10–14 days of use without sacrificing core features. Fast-charging has also become a must-have, especially for busy professionals who are always on the move.
So, one of the best ways to keep your smartwatch useful in today’s market is to make sure that it stays on. Reliable battery life gives users peace of mind, and that’s your competitive advantage.
4. Cross-Platform Compatibility
If your smartwatch only works well with one ecosystem, it’s a problem. Today’s users often own a mix of devices, and they want their watch to play nicely with all of them. According to Statista, over 70% of global smartphone users are Android-based, while 27-28% use iOS (iPhone). In multi-device households, compatibility is non-negotiable.
Smartwatches that can sync with both platforms, support third-party fitness apps and integrate with smart home tools like Alexa and Google Assistant have a clear edge. Flexibility and compatibility are super important. Users love a smartwatch that makes daily living feel like paradise, and cross-platform compatibility is one way to ensure that.
5. Customizable Styles
Smartwatch users want choices, not feeling like they must fit into a specific box when it comes to getting a wearable device for their needs. Smartwatches with more customisation features are eating deep into the wearable device market, and Apple is one of the top brands that has perfected this. It can be a feature as simple as personalised watch faces to different colour bands. These are great features that make consumers love their smartwatches and feel like the smartwatch is uniquely theirs.
Apple has collaborations with a few luxury fashion brands where they offer limited-edition straps and branded faces. These were a huge success with smartwatch consumers. On the Android side, Fitbit allows users to choose from an impressive collection of third-party band styles and faces. This personalised effect takes the smartwatch from being a practical device to a great accessory.
6. Smooth User Interface
A smartwatch might look great, but if it’s confusing to use, customers will stop wearing it. The user interface (UI) is critical in driving adoption and long-term engagement. Smartwatch consumers are using their devices to monitor heart rate, improve their dieting and exercise regimen and have a much better overall health. No one wants to navigate through numerous buttons to get these done.
Therefore, ease of use has always and will always be a big deal. This is a huge reason many top smartwatch brands have an ecosystem that prioritises this, especially with swipe-based navigation and AI integration. Apple has the intuitive digital crown and mirrors iPhone UX, so users already familiar with this brand can easily figure out how to use their smartwatches.
As a brand in this market, you should pay attention to clean menus, readable notifications and make the learning curve smooth for first-time users, so they can keep coming back. Of course, when users experience the simplicity and responsiveness of your device, they will be more willing to spread the word, and that’s a referral that grows your business.
7. Smart Notifications and Controls
Smart notifications and controls are at the top of the list of why consumers love their smartwatches. Recent surveys by Statista revealed that more than 79% of consumers use notifications and alerts. This is much higher than the figures reported by Business Insider in 2017, which were just 54%. Think about the number of times you have glanced at your smartwatch to read your texts or find out who’s calling. This eliminates the trouble of struggling with a smartphone in your pocket to check the screen. Smarter communication matters, and many people want easy access to notifications, smart replies, voice control, call handling and even access to smart home functions.
Apple’s watchOS allows users to respond to texts, answer calls, and use Siri for tasks like setting timers or checking the weather. Samsung’s Galaxy Watches offer similar functionality with Bixby or Google Assistant integration. Even budget-friendly brands like Amazfit now offer call alerts and basic voice control via Bluetooth. Make your smartwatches a great tool for users to manage their daily tasks, and it is likely to sell for a long time in the market.
8. Competitive Pricing with Clear Value
Price will always be a factor, but value is the deal-maker. Smartwatch users are more willing to invest in this device if the benefits are obvious. So, while the affordable price reels them in, that final decision rests on how well the smartwatch can help achieve their goals. According to McKinsey, a higher percentage of buyers would pay more for a wearable that delivers consistent, reliable health data and strong battery life.
Most brands navigate this by having budget-friendly and premium options to cater to diverse customers. Even Apple has leaned into this with its more affordable SE models, targeting first-time users and budget-conscious buyers. So, work on building trust and appeal by complementing your pricing with value.
This is where Starmax Technology delivers a unique advantage. As a professional smartwatch manufacturer, Starmax provides OEM and ODM solutions that let businesses order in bulk while customizing design, features, and price tiers to suit their markets. Whether you’re a retailer, brand owner, or corporate buyer, Starmax can help you develop smartwatches that meet modern consumer demands—while maintaining competitive pricing and strong quality assurance.
9. Accurate GPS Navigation
As people are getting more adventurous, they need to know that their safety is somewhat guaranteed, no matter how far they wander. Many smartwatch users love precise location tracking for several physical activities, including running, hiking and cycling. Therefore, GPS accuracy is one of the top three buying considerations by smartwatch users.
Athletes and outdoor enthusiasts love the real-time updates, distance metrics and route mapping that is handy during training sessions, even without carrying their phone. Garmin offers multi-band GPS and topographical map support for great outdoor tracking, and is a major reason why buyers go for their smartwatch. Even affordable models offer GPS navigation that is useful within the city and deep within the woods. GPS helps users move smarter, and who wouldn’t love that?
What Top Smartwatch Brands Are Doing Differently in 2025
The race is on for who will dominate the wearable industry in 2025, and you’re not too small to get in on it. The top-selling smartwatch brands are being strategic with features that most consumers value. Apple is building on its ecosystem advantage with smartwatches that integrate easily with their iPhones, AirPods, and iPads, so it all feels like a single device.
Samsung is known for its versatility. They have their Galaxy Watches that contain impressive health tech, while being compatible with both Android and iOS devices. Integrations with smart home devices also add to the overall appeal.
Garmin isn’t trying to be everything for everyone. Their focus is on performance-driven users who prioritise battery life and durability. They have spent years understanding their target demography, and their top sellers are smartwatches for athletes and outdoor enthusiasts.
So, if you want to stay ahead of the curve, mirror these methods that top brands are using to sell their smartwatches and make yours better. Your smartwatches should build experiences, communities and loyalty. Top brands know who their customers are and design products that fit.
Starmax Technology, on the other hand, empowers B2B clients to compete at this level. By offering scalable production, private label options, and rapid prototyping services, Starmax enables its partners to bring new smartwatches to market faster—customized with the features that today’s users demand. If you’re looking to bulk order smartwatches or launch your own wearable line, Starmax is the partner that gets you there.
Conclusion
The brands winning right now are the ones that connect the dots between functionality, design, identity, and trust. They focus on longevity, and this is a major reason you should build what matters to real people. It all starts with working with an OEM company that helps to research your target demography and includes these top features that customers expect. AI is here to stay, and many smartwatch brands are starting to include it in their product offerings. Lean into this with the right manufacturing partnership, and your brand will truly stand out.
Starmax Technology is already helping global partners integrate these AI and health-driven features into next-generation smartwatches. Bulk buyers who work with Starmax gain a competitive edge in both pricing and innovation—perfect for brands, distributors, and retailers looking to lead in 2025 and beyond.
