Still, this did not stop some of the Apple faithful turning up before the doors of Selfridges swung open, although the small rush died down very quickly. Many fans touted the brand's cool factor and the Apple Watch's design as reasons for buying one.
"I like the Apple products because they are cool and so simple to use and I want to see how far the smartwatch has come and what they can do," Dominic Meister, a Swiss national on holiday in London, told CNBC.
Phil de Cours, another punter has already purchased one online and is now coming to try it on. He said that he would mainly use the device for fitness purposes.
"I bought one because I like the style. It has and unique look and I'm going to use it mainly as a fitness tracker," he told CNBC.
When asked about why he didn't buy a cheaper alternative, de Cours said that the other devices on the market "look ugly".
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Apple touted the design of the Watch when it launched in March and the devices have many interchangeable bands. In an attempt to create exclusivity and capture a high-end luxury audience, Apple even released an 18-karat gold version known as the Edition which starts at $10,000.
The Apple Watch sport starts at $349, while the Apple Watch stars at $549. The launch has been global and people in Australia, Canada, China, France, Germany, Hong Kong, Japan, the U.K. and the U.S, can now place a pre-order.
After being available for pre-order from 12:01am PDT on Friday, many of the most popular models on Apple's online store are only available in June and most models will only be available in mid-to-late-May, highlighting the pressure Apple will face to satisfy demand.
(Overlooked in all the hoopla over the Watch is the fact that another Apple product also launched today—the ultra-thin MacBook. Of the three versions being sold—Black, White, and Gold—orders for the Gold edition are already backed up by three weeks.)
As well as Selfridges in London, Apple has opened stores in Galeries Lafayette in Paris and Isetan in Tokyo. The Watch is also available from local Apple stores.