Apple Watch: 'No Queues' At Exclusive Launch

Apple (NasdaqGS: AAPL - news) 's much-anticipated Watch device is released today - but unlike past launches do not expect hordes of hyped-up fans outside the company's stores.

Only six trendy boutiques are selling the watch, while some early birds may also get theirs in the post as pre-order deliveries begin.

Apple’s retail boss, Angela Ahrendts, the former boss of Burberry, has said the Watch will not be available to walk up and buy until June.

Eager technology fans can order online but still face a wait of several months.

The Watch, announced in September, is the first new device the company has launched without iconic co-founder Steve Jobs, who died in 2011.

Described by gadget magazine Stuff as "beautifully made and finished", it has never-the-less raised eyebrows over its price.

The cheapest Sport model comes in at £299, while the top-end gold Edition version costs an eye-watering £13,000.

Coming in numerous different faces, strap designs and colours, it crucially needs an iPhone to work and has a battery life of only one day.

As well as the expected call, message and notification functions, the Watch comes with a unique ‘Digital Touch’ feature.

It allows users to tap their watch face to send customisable 'buzzes' to their friend's wrist – or even transmit their heartbeat in real time.

London retailer Dover Street Market is one of the six worldwide stores who have stock on launch – believed to be around 300 units.

However, customers must call a special number to make an appointment: "We kindly ask you not to queue," the Mayfair store says on its website.

Sales are also restricted to one per customer and buyers need to show their iPhone before getting a chance to part with their cash.

Five stores in Paris, Milan, Tokyo, Los Angeles and Berlin are the only other places to stock the device.

Apple has bided its time in delving into wearable gadgets - seen as one of the key technology trends in the coming years.

Rivals such as Samsung and Motorola entered the market some time ago with significantly cheaper products.

The sector was also one of the big themes as this year's Mobile World Congress in Barcelona.

Importantly however, none of the companies has so far been able to capture the attention of the mass market.

But some experts now believe the power of Apple could change that.

"I think the watch will follow the same lines of success as the iPad did five years ago,” said Stuart Miles, founder of website Pocket-lint.com.

"It's an intriguing device that has enough wow factor to pull people in."