Key Takeaways
- Samsung has entered the open-clip TWS category with the Galaxy Buds On, marking its first clip-style earbuds.
- The two-part architecture combines a front audio module, rear battery/chipset module and a flexible connector that wraps around the ear for a secure fit.
- Ear health and situational awareness are key use cases, targeting users who prefer not to place earbuds inside the ear canal, as well as walkers and cyclists who want to remain aware of ambient sound.
- Snapdragon S7 Gen 1 and Galaxy AI integration strengthen the product’s on-device processing and ecosystem proposition.
- Vietnam is believed to be the key manufacturing hub, leveraging Samsung’s existing earbud manufacturing infrastructure, while R&D is expected to remain centered in South Korea.
- Samsung’s global presence could significantly reshape the competitive landscape, particularly in North America, where Huawei has limited presence.
- South Korea, North America, India, Southeast Asia, Middle East North Africa and Latin America represent major potential markets, giving Samsung a broad opportunity to scale shipments quickly.
- The open-clip TWS category is growing rapidly, with SAG Wearable 360 data showing 91% YoY growth in Q2 2026.
- Huawei currently leads the category with a 20% share, followed by players such as Baseus, Sanag and Shokz.
- SAG expects Samsung to enter the global top five in open-clip TWS in 2027, surpassing some regional players, primarily due to its strong global smartphone ecosystem and distribution presence.
Samsung’s First Clip-Style Earbuds
Samsung has launched its first clip-style earbuds in the open category, named the Galaxy Buds On. The buds have already been announced and will be available for sale initially in South Korea from October 7 onwards, priced at around 299,000 won, which is roughly US$220. The buds are powered by Qualcomm Snapdragon S7 Gen 1 for advanced on-device processing and power efficiency.
Exhibit 1: Samsung Galaxy Buds On
Architecture of Samsung Galaxy Buds On
The Samsung Galaxy Buds On features a two-part architecture designed to provide a secure fit while keeping the ear canal open.
- Front part: The smaller module sits in front of the ear, rather than inside the ear canal, and is primarily positioned for audio delivery. This part has the audio drivers. The sound travels the ear canals through air vibrations rather than the buds going deep in the ear canal.
- Back part: The relatively larger module sits behind the ear and houses key components such as the battery and chipset.
- Flexible connector: A flexible strap connects the front and rear modules. It takes the shape of the ear, similar to an earring, helping secure the earbuds firmly in place. Despite its flexible design, the connector is surprisingly strong and provides a secure fit, reducing the chances of the earbuds falling off during activities such as walking or cycling.
Targeting Ear Health and Open-Ear Users
With these earbuds, Samsung is planning to target people who are very much focused on their ear health and don’t want anything to be inside their ear canals.
It is also targeting people who want to do cycling and walking, where they want to hear the ambient sound as well to prevent any mishappening.
Galaxy AI Integration
There is also integration with Galaxy AI, which is kind of a benchmark as far as the smartphone OEMs are concerned.
Vietnam to Be the Key Manufacturing Hub
If we talk about the supply chain, while the initial research and design would have happened in South Korea itself, we believe the majority of these buds will be manufactured in Vietnam facility, where the traditional earbuds are being manufactured.
Samsung Changes the Competitive Landscape
The importance of Samsung launching the earbuds is very significant. Before Samsung, one prominent smartphone vendor which has already come up with clip-style earbuds is Huawei, but that vendor is more or less restricted to China, with some exposure to the overseas market, but still absent in North America.
With Samsung coming into the picture, the scenario is going to change because it is going to be one major smartphone OEM which is also present in North America and is launching open-ear clip buds.
Opportunity Across Samsung’s Key Markets
So early adopters of North America who want to be in the Samsung ecosystem might go for it. After that, markets like the big markets for Samsung are, of course, South Korea, where they are initially launching, India, Southeast Asia and Latin America.
It has great geographical presence, so it is going to shift significant volume in its first quarter as well, and it is going to be benefited by the Christmas sale, which is going to be in Q4.
Open-Clip TWS Market Growth
As per SAG Wearable 360 service, open-clip TWS grew 91% YoY in Q2 2026. Huawei led the open-clip category with 20% market share, followed by players like Baseus, Sanag and Shokz.
In 2027, we believe Samsung will be in the top 5, surpassing some of regional players. This is driven by Samsung’s global presence.
Exhibit 2: Open Clip TWS Vendor Market Share Q2 2026
