Innovations, Number 74 September 2023 850 www.journal-innovations.com Counterfeit Brands and Consumer Purchase Intention for Smartwatches in Warrimetropolis Delta State, Nigeria Stanley Akpevwe Onobrakpeya Department of Marketing, Faculty of Business Administration, University of Nigeria, Enugu Campus And Shedrack Chinwuba Moguluwa Department of Marketing, Faculty of Business Administration, University of Nigeria, Enugu Campus Abstract The study examined the effect of counterfeit brands on consumer purchase intentions for smartwatches in Warri Metropolis, Delta State. This study engaged cross sectional survey research design method. Purposive sampling technique was used for the study. Atotal of 217 customers of smartwatch brands in Warri Metropolis, Delta State were selected for the study. The instrument used for the study was a structured questionnaire. To establish the reliability of the instrument, a test-retest method was employed. The data collected from the field survey were analysed using descriptive statistics, correlation and multiple regression analyses. Findings showed that the dimensions of counterfeit brands explained 78% of the variability of consumer purchase intention. Findings showed that value consciousness exhibited a higher positive effect on consumer purchase intention for smartwatches (β =.578, p< 0.05). The study concluded that product attributes, value consciousness, and group social influence have positive effect on consumer purchase intention. The study recommended amongst others that smartwatch manufacturers need to undertake the responsibility of enlightening their customers regarding the inherent worth and benefits that their product provides and how to avoid buying counterfeit smartwatches. Keywords: Counterfeit Brands, Consumer Purchase Intention, Smartwatch Brands Introduction The consumer electronics sector on a global scale has experienced a significant increase in the demand for smartwatches, mostly due to the quick progress in technology. These multifunctional devices have seen significant advancements, surpassing their original purpose of timekeeping, and now contain a wide range of capabilities like as fitness monitoring, communication, and various productivity-enhancing functionalities. Consequently, customers are more dependent on smartwatches, rendering them a profitable market niche for both well-established and rising firms. Nevertheless, concealed inside this prosperous business exists an ongoing and covert obstacle: the issue of counterfeit smartwatches. Counterfeit products, such as counterfeit smartwatches, are fabricated by counterfeiters with the intention of imitating the visual attributes, Innovations