The window display featured hundreds of colour-changing butterflies. There was a TV crew outside, too.
Selfridges sent some employees out to offer drinks to people queueing.
This was the scene just inside the door. Everyone was queueing to get a look at the Apple Watch.
This man had a GoPro camera strapped to his head.
Even Apple employees ended up queueing at the door.
This was the scene inside the store. It was packed.
The Apple store in Selfridges is in the high-end jewellery section. Nobody was looking at the other watches.
Apple employees undo a draw inside the store tables, where the Apple Watches are kept.
The watches you try on only show a demo reel. But there are units fixed to the table that let you try the software.
An Apple employee checked that my name was on the list of appointments, then let me pick out which watch I wanted to try on. I chose the Apple Watch Sport.
Here's what it looked like on my wrist. It wasn't too big, but that's because it was the smaller 38mm model (I also have small wrists.)
The Watch cycled through an animated slideshow that showed the different features of the watch.
The strap of the Apple Watch Sport tucks neatly inside itself.
I told the Apple employee that I was done trying on the Sport. He asked if I wanted to try another. I picked out the standard Apple Watch with the metal link bracelet.
The metal link bracelet is really nice. It felt suitably high-end.
