I tested every new Apple Watch model in 2025, and here's my ultimate buying advice

The Apple Watch SE 3 (left), Apple Watch Ultra 3 (middle), Apple Watch Series 11 (right).

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Apple released three new smartwatches this month, and while they may look similar, their differences are stark. I've tested all three to get a sense of which watches work best for different people. 

I've even included one Apple Watch model from 2024 that, thanks to some retroactive updates through WatchOS 26, is a worthy contender for purchase this year. Here's the breakdown.

1. Who should buy the Apple Watch SE 3?

Nina Raemont/ZDNET

The Apple Watch SE 3 is an entry-level smartwatch built for beginners. They may be unsure whether they'll really use a smartwatch day in and day out and don't want to splurge on a pricier model just yet. 

The device still packs many upgrades and, despite its affordable price, comes with many of the upgrades that the other watches in the lineup include. In many ways, the SE 3 takes the specs of last year's Series 10 and implements them in this affordable smartwatch -- an 18-hour battery life, Sleep Apnea Detection, and its latest chip, the S10. 

Also: I compared every Apple Watch in 2025 - here's why I recommend this model the most

The screen is the smallest out of the lineup, and communicating through text can be annoying with only a letter-drawing feature or speak-to-text available. 

Best features

• 18-hour battery life
• Sleep Apnea Detection 
• Sleep Scores
• Apple's latest S10 chip

What Apple Watch SE 3 doesn't have 

• Hypertension Detection, blood oxygen monitoring, ECG  
• The Series 11's 24-hour battery life 
• The brightest display (only 1,000 nits)

Who is the Apple Watch SE 3 best for?

First-time smartwatch users, kids and teens, budget-conscious shoppers, people who want to monitor sleep and activity (but not monitor more advanced metrics like hypertension, blood oxygen, or by-the-minute heart rate data). 

2. Who should buy the Apple Watch Series 11?

Nina Raemont/ZDNET

Apple's flagship smartwatch has the second-longest battery life out of the lineup (and it's $400 less than the Ultra 3 with the longest battery life). I see the Series 11 as the Apple Watch that power users with older models would upgrade to.  

As someone with a smaller wrist, the Series 11 and SE 3 are perfect sizes for my wrist, while the Ultra 3 took up too much surface area and weighed my arm down. For this reason, I'd recommend the Series 11 over the Ultra 3 to women. 

Also: I tested the Apple Watch Series 11 for a week - here's my buying advice now

Compared to its Series 10 predecessor, there isn't much of a difference, besides the 24-hour battery life and durable display. But software-wise, everything is practically the same. 

Best features

• 24-hour battery life
• Hypertension Detection  
• More durable display 
• Sleep Scores

What Apple Watch Series 11 doesn't have 

• The Ultra 3's Emergency SOS via Satellite 
• The Ultra 3's 3,000 nits display 

Who is the Apple Watch Series 11 best for? 

Owners of Apple Watch Series 8 or earlier seeking an upgrade, people who want to regularly track all aspects of their health, people who will wear the watch nonstop -- both during the day and to track their sleep at night. 

3. Who should buy the Apple Watch Ultra 3

Nina Raemont/ZDNET

Apple's most expensive and feature-rich smartwatch has the largest screen, the longest battery life, every health feature, great durability, and off-grid functionalities, like Emergency SOS via satellite for outdoor enthusiasts. 

Best features

• 42-hour battery life 
• Satellite connectivity
• Hypertension Detection
• Largest screen 
• Sleep Scores 

What the Apple Watch Ultra 3 doesn't have 

• A thin build (sleeping with the device is a pain) 
• An affordable price (it costs $799) 

Who is the Apple Watch Ultra 3 best for?

Outdoor enthusiasts and off-grid hikers, people who want a large watch display, people who can afford a $799 watch, and people who want all of Apple Watch's best, newest, and advanced features. 

4. Who should buy the Apple Watch Series 10?

Nina Raemont/ZDNET

You might be scratching your head reading this. Wasn't the Series 10 unveiled last year? Yes. But I'd argue it's a worthy buy this year for deal-grabbing Apple Watch customers. Thanks to some of the retroactive upgrades coming to earlier smartwatch models, including the Series 9, Series 10, and Ultra 2, you can get much of the same software on a cheaper Apple Watch. 

Also: Should you upgrade to Apple Watch Series 11? Here's how it compares to older models

You won't get the Series 11's 24-hour battery life, but if you don't mind charging your watch ahead of bedtime sleep-tracking, this probably won't be an issue. 

Best features

• Hypertension Detection
• Sleep Scores 
• WatchOS 26 (available on the new watches)
• Same build and thinness as Series 11 

What Apple Watch Series 10 doesn't have 

• Watch Series 11's 24-hour battery life
• A more durable display 

Who is the Apple Watch Series 10 best for? 

Smartwatch shoppers on a budget, people who don't care about the latest lineup, people who will wear their watch during the day and occasionally sleep track, people who are on top of charging their device if they want continual use (because the watch only lasts 18 hours).