In tech-savvy Singapore, new Apple products typically trigger snaking lines spanning multiple blocks, but the Apple Watch got short shrift.
When stores on the city's Orchard shopping district opened their doors at 9am, a group of around 40 had gathered at the iconic ION mall. Across the street, around 15 people were milling outside Paragon's iStudio store while a crowd of around 25 lined up outside luxury watch store The Hour Glass.
Because Singapore doesn't have an Apple retail store, only select authorized re-sellers are allowed to carry the Cupertino giant's products.
"I was expecting a much longer queue, so this is good news for me," exclaimed Mario Dinata, a mobile engineer waiting in line at iStudio.
Indeed, the turnout pales in comparison to previous Apple launches in the wealthy Southeast Asian city-state. Last September, hundreds of fans queued for the iPhone 6 days before the official launch after slots for online pre-orders vanished in mere minutes.
The smartwatch only becomes available on Apple Singapore's online store on Friday afternoon and phone inquiries have been minimal in the past week, according to employees at the iStudio store.
As an app developer, Dinata says he's often first in line for the newest Apple toys so he can test it out before his competitors. "This is definitely much smaller than previous lines," he said, smiling.