Samsung Upgrades Smartwatch Line, Bets on AI to Gain Market Share

Samsung Electronics Co. has unveiled a refresh of its smartwatch portfolio, positioning its latest Galaxy Watch 8 series as a stronger rival in the increasingly competitive global wearables market dominated by Apple Inc.

The tech giant announced the Galaxy Watch 8 and Galaxy Watch 8 Classic on Wednesday, featuring a suite of hardware improvements and a deeper integration of artificial intelligence, which the company believes will set its new lineup apart from competitors.

The Galaxy Watch 8 starts at $350 while the premium Classic version retails for $500. Both models are among the first wearables to run on Google’s new Wear OS 6 platform and include the Gemini AI assistant, which can handle multistep voice commands.

Users can activate Gemini via voice or a dedicated button, adding more flexibility to daily tasks.

Available for preorder now and shipping from July 25, the new watches feature slimmer profiles, brighter displays, extended battery life, and upgraded wellness tools.

Design-wise, they borrow rounded screen elements from last year’s Galaxy Watch Ultra to mimic the traditional watch aesthetic that appeals to premium buyers.

The Galaxy Watch 8 Classic, positioned as the flagship of the series, includes a stainless steel frame, a rotating bezel, and a customisable button for quick actions such as starting workouts.

The standard Galaxy Watch 8 comes in 40mm and 44mm sizes with silver and graphite finishes, while the Classic comes in a larger 46mm option in black or white.

Samsung also revealed an updated titanium blue version of the Galaxy Watch Ultra, priced at $650, to broaden options for consumers seeking higher-end wearables.

The Galaxy Watch line remains a core pillar of Samsung’s broader connected ecosystem. While often sold as part of bundles with smartphones or earbuds, the company is now investing heavily in AI-driven software and advanced health tracking to position the device as a compelling standalone product.

According to International Data Corporation (IDC), global shipments of wearables grew by 5.4% in 2024 to about 535 million units.

Apple retained the largest share with 24% of the market in the fourth quarter, trailed by Xiaomi at 12%. Samsung and Huawei were tied at around 8% each.

Industry analysts note that Samsung’s challenge has been to differentiate its wearables in a market where consumers expect both competitive pricing and sophisticated features.

The integration of Google’s Gemini AI and the introduction of new wellness functions—including tools to monitor antioxidant levels, vascular load, and improved sleep and running coaching—are part of Samsung’s broader strategy to attract health-conscious users.

Speaking on the company’s long-term vision, Drew Blackard, Samsung’s Senior Vice President of Mobile Product Management, confirmed the company is doubling down on software enhancements to add more utility to its wearable devices.

While Samsung did not announce any updates to its recently launched Galaxy Ring—developed to compete with popular smart rings like the Oura Ring—the company signalled ongoing work to expand functionality through its Samsung Health app.

Notably, the new Galaxy Watch series remains exclusive to Samsung’s ecosystem for now, with no immediate plans to introduce compatibility for Apple iPhones.

With the wearables segment forecast to continue expanding, Samsung’s renewed focus on AI features, refined design, and deeper health integration aims to solidify its position in the global smartwatch market and capture more share from entrenched rivals.