Over the last decade, smartwatches have cemented their place as the undisputed champion of wearable technology. Every user was excited to buy a device that offers fitness tracking, real-time notifications and important health insights, all while being worn on the wrist. Who wouldn’t be?
It appears that this is changing slightly. As one can expect from a highly innovative industry, there’s a new challenger that’s gaining real momentum. The smart ring is here, featuring impressive capabilities such as sleep analysis and stress detection. However, the real icing on the cake is its compact size and comfortable design. The big question is, what does this mean for the smartwatch market? Are smart rings here to take over?
This article explores whether smart rings are truly competing with smartwatches, what buyers are looking for, and what that means for manufacturers. Let’s break down the data, trends, and decisions that matter most in this rising smart ring vs. smartwatch conversation.
How Big is the Smart Ring Market in 2025?
As unbelievable as it may sound, Fortune Business Insights reports that the global smart ring market was valued at $340.9 million in 2024 and is expected to be more than triple this by 2032. It doesn’t look like smart rings are as popular as smartwatches, but the data says otherwise. This is mainly because consumers are very interested in gadgets that support always-on health monitoring, and one that is as compact as a smart ring has its appeal compared to the bulkier smartwatch. These smart rings have smart sensors that allow users to monitor their health through several indicators, including blood oxygen levels, heart rate, activity intensity and sleep quality.
So far, we have major players in the smart ring industry like Ultrahuman, Noise and Oura leading the charge with this incredible lifestyle tool. IDC recorded global ring sales as of 2023 at 880,000 units, with Oura representing a whopping 80% and Ultrahuman following in second place with 12%. The smart ring market is also drawing interest from the medical industry, as several have been part of clinical trials for fertility tracking and sleep.
Meanwhile, newer entrants like Ultrahuman Ring AIR are tapping into niches like metabolic health and biohacking, while Samsung’s Galaxy Ring had incredible reception as the ring form was sleeker and less obtrusive compared to the smartwatches. This shows tech giants are no longer ignoring the space.
The big question with this research is how a simple band on the finger can become the ultimate health and wellness accessory. Therefore, OEM brands in the smartwatch space need to understand that consumers and industries are taking smart rings seriously, and that means they qualify as competition. The numbers prove that the global smart ring market is moving fast.
How Do Smart Ring Sales Compare to Smartwatch Sales?
While smartwatches continue to dominate in overall volume, smart rings are quietly carving out their own lane. As of early 2025, the global smartwatch market is valued at approximately $50 billion, according to Statista, with over 230 million units expected to be shipped by the end of the year. In comparison, smart ring shipments are still in the millions, but the year-over-year growth tells a more interesting story.
Take the Oura Ring, for example. In June 2024, Oura announced that it had sold more than 2.5 million rings. According to IDC, smartwatches saw a growth rate of about 10% year-over-year, while smart rings are growing at over 30% annually, outpacing wearables like fitness bands.
Another important comparison is the average selling price (ASP). Many smartwatches now sell at $120–$250 in the mid-tier category, with intense competition driving prices down. On the other hand, leading smart rings such as Oura (from $299), Ultrahuman Ring AIR (from $349), and the Samsung Galaxy Ring (approximately $400) show that consumers are willing to pay a premium for smaller, more specialised devices.
Moreover, smart rings often benefit from subscription-based revenue models. Oura, for example, charges a $5.99/month membership for advanced insights. This recurring income model helps brands maintain profitability even with lower unit sales.
The gap in unit sales may still be wide, but in terms of growth and profitability per device, smart rings are beginning to punch above their weight, especially among health-conscious users and premium buyers.
Key Consumer Behaviours: Who’s Choosing Smart Rings Over Smartwatches?
Understanding who’s buying smart rings, and why, is critical for brands navigating this evolving space. In 2025, smart ring users are transitioning into mainstream consumers looking for discreet, stylish, and health-focused alternatives to bulkier wrist wearables.
Several clear consumer profiles are emerging:
- Health-conscious professionals who prioritise sleep, recovery, and stress tracking, but prefer a minimalist device that doesn’t interrupt their aesthetic or daily routine. Oura reports that sleep tracking remains its most-used feature, and 80% of users check readiness and sleep scores daily.
- Women, particularly those aged 30–50, are gravitating toward smart rings for their menstrual cycle tracking, temperature sensors, and fertility awareness tools. These are features that many smartwatches either lack or don’t present elegantly. In fact, almost half of Oura’s user base is female, and partnerships with brands have made the ring a wearable fashion statement.
- Athletes and fitness enthusiasts use smart rings like Ultrahuman Ring AIR for recovery insights and real-time metabolic data. This group values passive data collection, especially during sleep or workouts, when watches can feel intrusive.
- Tech-savvy minimalists are also part of this shift. They want functionality without the distractions of screens and notifications, making screenless rings feel less like a gadget and more like a tool.
Moreover, a report by PatentPC shows that people buy smartwatches mainly for fitness tracking, while smart rings are appealing for sleep tracking. This report revealed that about 55% of smart ring users buy them mainly to improve their sleep quality, while the adoption rate of smart rings is growing at twice the pace of the smartwatch market.
This shows a shift in consumer behaviour where they are not exactly looking to replace smartwatches but to complement their specific needs. With this, you can tell that smart rings appeal to people who want smarter health tracking in a smaller and more fashionable package.
Feature Comparison: What Can a Smart Ring Do vs a Smartwatch?
At first glance, smartwatches seem more powerful. After all, they have screens, apps, and a wider range of interactions, which means you can do so much more. However, smart rings aren’t trying to replace smartwatches feature-for-feature. Instead, they’re focusing on doing a few things exceptionally well, especially in areas where users want comfort, accuracy, and passive tracking.
Here’s how they compare:
- Health Tracking
Both smartwatches and smart rings can monitor heart rate, sleep, activity, and stress. On the one hand, smart rings often deliver more accurate data during sleep, thanks to their snug finger placement. Finger-based sensors are closer to arterial blood flow than wrist-based ones, resulting in more precise SpO2 and heart rate variability (HRV) readings. Oura and Ultrahuman rings are now being used in clinical trials for early illness detection due to this precision.
Smart rings shine here. While many smartwatches last 1–2 days, smart rings typically run for 4–7 days on a single charge. No screens and minimal processing mean less energy use. Since they conserve energy, the rings are more convenient for long-term wear.
This is where smartwatches dominate. From handling texts and calls to controlling music and smart homes, watches offer a connected experience. Rings, by contrast, are screenless and offer no direct app interaction. Multitaskers are not a fan of this.
Smart rings win on subtlety and comfort. They’re discreet, lightweight, and fashionable, often doubling as jewellery. For users who don’t want a visible tech device, rings offer a sleeker alternative.
Should Smartwatch Sellers Be Boncerned?
Now that smart rings are making headlines and showing off their strengths, it’s fair to wonder—should smartwatch sellers be worried? The short answer: not really. While it’s smart to keep an eye on the trend, smart rings aren’t pushing smartwatches off the map any time soon.
Of course, smart rings have sparked some conversation. Some users have started comparing the experience, saying they enjoy the simplicity of a screen-free device, especially for health tracking. A recent survey even showed that 50% of smartwatch users feel distracted by their screens. That’s a clear sign that expectations are shifting. But this doesn’t mean smartwatches are falling behind—it just means users are asking for more focused, streamlined experiences. And that’s something smartwatch brands can absolutely deliver.
But here’s the upside—this is your chance to shine. If your smartwatch is easy to use and clearly built with purpose, you’re already ahead. Smartwatches still offer more versatility, and that’s not something rings can easily match. The key is staying connected to what users actually want. Watch how they use their devices. Be open to changing things up or even teaming up with companies doing cool things in the space.
That’s where partners like Starmax come in. Their smartwatch OEM service makes it easier for brands to create custom devices that meet real user needs. Whether you want to fine-tune the design, add health features, or just build a better user experience, Starmax helps you stay competitive without starting from scratch.
At the end of the day, it’s not about picking sides. It’s about showing how your smartwatch can be the right tool in a world full of options.
Are There Opportunities to Expand into Rings?
Absolutely. Smart rings are still early in their growth curve, which means there’s real opportunity for smartwatch sellers to explore them—without abandoning their core business. For Amazon sellers and brands, this isn’t about jumping ship. It’s about carefully branching out in a way that supports long-term growth.
The beauty of smart rings is that they open the door to new customer segments and pricing strategies. The good news? If you’re already in the smartwatch game, you likely have a solid head start. You’ve got experience with sensors, connectivity, and compact hardware. With a bit of R&D and thoughtful design, moving into rings can feel like a smart extension—not a massive pivot.
Smart rings also give you access to new customer segments and price points. While smartwatches handle the active, high-function features, rings can be positioned for passive tracking—like sleep and recovery. They can work together. Picture a bundle where the smartwatch handles your day, and the ring takes over at night. That kind of versatility appeals to shoppers looking for a connected lifestyle.
Of course, smartwatches are still leading the market. They remain the main stage in wearables, and there’s plenty of room left to grow. Expanding into rings can be part of a long-term plan, but right now, your best move is to keep making smartwatches better, smarter, and easier to use.
How Amazon Sellers and Smartwatch Brands Can Adapt
Sure, smart rings are gradually getting popular, but that’s no reason to panic. Instead, you can take advantage of this in ways that will set you apart from other companies. For Amazon sellers and smartwatch brands, this shift in consumer interest is actually an opportunity to get ahead—if you play it right.
First, double down on multi-functionality and user engagement, which are great features with smartwatches. Of course, smartwatches are more interactive than rings as they can handle calls, display messages and run apps. To stay competitive, focus on improving those strengths. Think better voice assistants, smarter notification filters, and AI-driven health insights that go beyond basic step tracking.
Next, look beyond hardware. Users today want devices that work together seamlessly. That’s where software and ecosystem design come in. Whether it’s syncing a smartwatch with a phone, a smart ring, or even a car’s dashboard, people value smooth, unified experiences. Brands that prioritize compatibility and regular updates across devices will stand out in the crowd.
Finally, it’s time to tap into strategic diversification. Don’t make the mistake of going all-in on rings immediately. Instead, explore them through sub-brands and partnerships, so you can comfortably test the waters before any major investments. Start small—perhaps a minimalist ring focused on sleep tracking—to bring in new users without disrupting your core business. And make sure your marketing message positions smartwatches as a power centre for a connected lifestyle while acknowledging that rings serve a passive but complementary role.
By showing customers that both devices can complement each other, you create more options without splitting your audience. That’s how sellers and brands can stay ahead in a fast-changing wearables market.
Conclusion
You shouldn’t see smart rings as a replacement for smartwatches but rather as an opportunity to expand your share of the wearables market. Smart rings are popular because consumers want more personalised and discreet wearable experiences. No doubt, smartwatches are still at the top when it comes to functionality and visibility. So, look beyond smart rings as a competition but as a ticket to be more innovative with your product offerings.
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