Apple sparks gold rush as pre-orders of luxury Watches sell out

Apple's luxury aspirations Apple's aspirations to become a luxury brand were given an early boost with its top-of-the-range gold Watch selling out in the US and China less than an hour after it began taking orders for the $10,000-$17,000 devices.

Several other models of Apple Watch, the company's first new line of hardware to launch since the death of its co-founder Steve Jobs, also sold out within minutes of its website opening for pre-orders at just after midnight California time.

After the first hour, only a few of its many versions were listed on the US Apple Store website as shipping at the end of April, when the Watch will first reach customers. Some options, including a $17,000 Watch Edition in gold with red leather strap, were listed as being unavailable until August.

Apple had warned a day earlier that supplies of its hotly anticipated new product would be limited, amid reports of difficulties in manufacturing the miniature computer.

"Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the Apple Online Store to mark their favourite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch," Angela Ahrendts, Apple's senior vice-president of retail and online stores, said in a statement on Thursday. 

"To provide the best experience and selection to as many customers as we can, we will be taking orders for Apple Watch exclusively online during the initial launch period."

The launch is the first big test for Ms Ahrendts, after she joined Apple from Burberry a year ago.

By forcing people to order online at first, Apple is hoping to avoid the chaotic lines outside its stores that have typically greeted the launch of a new product.

"The goal of the executives is to minimise lines," one Apple Store employee told the Financial Times on Thursday, as its retail staff prepared for a midnight installation of new displays built especially to showcase the Watch.

Online ordering also reflects the complexity of fulfilling the wide range of Apple Watch finishes and bands, which start at $350 for the aluminium Sport model.

"Because of the vast number of Apple Watch options and inventory management, it's easier for Apple to offer it for sale online-only initially," said Ian Fogg, mobile analyst at IHS, a consultancy.

Even if they cannot yet buy one, Apple customers will be able to try on the new Watches for size, in its own stores and at select boutique retailers such as Dover Street Market and Selfridges in London and Colette in Paris. Appointments to try the device can also be made online. Apple is allowing 15 minutes for each buyer of its regular Watch models and 30 minutes for potential buyers of the gold Watch Edition, which is available only in selected stores.

Early reviews of the Apple Watch have been mixed. Most praised it as the best smartwatch to date, beating rivals from the likes of Samsung and Motorola, with an accurate heart-rate monitor and slick design. But some complained that its user interface was confusing and frequent notifications too distracting. 

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