LONDON (CNNMoney) — Customers are now able to order the Apple Watch online, or try one on at select Apple stores.
While there were sparse crowds and short lines at Apple stores in London and Hong Kong, all models of the watch are already backordered for at least four to six weeks.
The products will begin shipping to customers on April 24.
Simon Shenton was among the first people lined up in London to try on a new Apple Watch Sport. He said he only waited five minutes to get into the store.
In fact, store staff and members of the media significantly outnumbered customers in the shop.
Shenton said he came by the store on his way to work because he wanted to try on the watch before he placed his online order later today. He’s trying to decide which color strap is best.
The Apple Watch is now on display in stores across the U.S., Australia, Canada, China, France, Germany, Hong Kong, Japan, and the U.K.
Apple said Thursday it expects to sell out of its new watches.
“We expect that strong customer demand will exceed our supply at launch,” said Angela Ahrendts, Apple’s retail guru, in a statement.
The Apple Watch is the company’s first new consumer product in five years — and its first since Steve Jobs died.
Apple relies heavily on a single product — the iPhone — for most of its revenue.
The Apple Watch was designed to suit a wide range of budgets.
The Apple Watch Sport, with a rubbery band, starts at $349. But the Apple Watch Edition, which is crafted with 18-karat gold, starts at $10,000.
Customers who want to try on the high-end gold timepieces must sign up for a special appointment.