In addition to its local success, myFirst has expanded its market presence to 56 countries, including the United States.

These devices allow parents to manage app downloads and communication, effectively addressing concerns regarding social media addiction and exposure to inappropriate content.

For instance, Ms. Shirley Ng opted for a smartwatch for her nine-year-old daughter Alysandra, aiming to control her screen time and restrict access to addictive smartphone features.

The local brand myFirst has capitalized on this trend, reporting impressive sales growth of $20 million in 2024, with active usage among 20,000 children in Singapore, partly due to the resurgence of outdoor activities post-pandemic.

This trend aligns with Singapore's Health Ministry guidelines, which recommend that children under 12 should have less than two hours of screen time daily, and those under six should limit it to one hour.

In recent years, parents have increasingly turned to children's smartwatches as a means to manage screen time and maintain communication with their kids while minimizing exposure to harmful online content.

In Singapore, the children's smartwatch market saw significant growth, with approximately 35,000 units sold in 2024, nearly doubling sales from the previous year, despite an overall 13% decline in the smartwatch sector.

Overall, the smartwatch market experienced a 5% decline, totaling 154 million units shipped, while the children's smartwatch segment thrived.

Popular smartwatches for kids are priced between $80 and $270, making them accessible through retail outlets and online platforms such as Lazada and Shopee.

Globally, the children's smartwatch segment was the only area of growth in a declining smartwatch market, with over 20 million units shipped worldwide in 2024, reflecting a 9% increase from 2023.