Nearly half of the Finnish brand's smart ring sales have come in the last year
Oura has announced it has surpassed 5.5 million total smart ring sales, revealing a period of explosive growth for the industry leader.
Highlighting its recent momentum, the company confirmed it has sold over 2.5 million rings since June 2024 alone. It’s a feat that Oura achieved in just over a year, after previously taking 11 years to accomplish the same.
Oura also reports that its revenue surpassed $500 million in 2024—more than double the amount from the prior year—and that it is on track to reach $1 billion in sales in 2025.
The news comes at a pivotal moment for the smart ring market. Oura’s two biggest competitors, Ultrahuman and Ringconn, are currently facing a US import ban over a patent dispute.
It’s a development that could further strengthen Oura’s already dominant market share, particularly in the US, by temporarily removing its main rivals from sale.
Meanwhile, after a high-profile entry last year, Samsung has (thus far) opted not to release a second-generation Galaxy Ring in 2025, failing to carry forward its initial momentum and allowing Oura to cement its stranglehold further.
Trending in the right direction
Yet, despite its key rivals facing new challenges (or staying quiet), the sales boom isn’t necessarily happening in isolation.
According to recent data from market research firm Circana, smart rings now account for a staggering 75% of all fitness tracker revenue in the US, up from just 46% a year ago.
Ultrahuman has achieved a significant milestone of its own, recently reporting its first full year of profitability—a clear indication of distinct long-term strategies at play.
Oura, meanwhile, is also looking beyond consumer sales to fuel its next phase of growth. The company is investing in a new manufacturing facility in Texas to serve enterprise customers, most notably the United States Department of Defense.
While the sales numbers themselves are impressive, they are more a symptom of a larger trend. The smart ring has officially arrived as a dominant form factor in wearable tech. With its main competitors either sidelined or quiet, Oura is, for now, the undisputed king of the castle.
