An estimated 957,000 American shoppers ordered Apple Watches on Friday - a sign the tech giant's newest gadget is already seeing more initial success than its first iPhone or the iPod.
That estimate comes from Slice Intelligence, which measures digital commerce by tracking consumer e-receipts.
Those ordering an Apple Watch Sport, the cheapest version, spent $382.83 per watch and those ordering the Apple Watch spent $707.04.
'As expected, most consumers–62 percent– purchased the less-expensive Sport model,' said Jaimee Minney of Slice.
However, many Apple Watch buyers invested in the pricier case but the cheapest band, with more than one third adding a black or white Sport band.
The data also showed that most consumers opted for the larger 42 mm case, with Its data from online shoppers showed an average of 1.3 watches bought per customer, with $503.83 spent per item.
Sport buyers were slightly more likely to choose the 38 mm case, with 32 percent purchasing the smaller version, versus 24 percent of Apple Watch buyers.
The most popular type of case was the Space Gray aluminum case, with 40 percent of Apple Watch buyers choosing the option, followed by: stainless steel at 34 percent, silver aluminum at 23 percent and finally Space Black stainless steel at three percent.
The Black Sport Band was by far the most popular among both Apple Watch and Apple Watch Sport buyers, with 49 percent overall pre-ordering one, followed by the White Sport Band at 16 percent and the more expensive Milanese Loop ($149 versus $49 for the black Sport band) rounding out the top three at around 10 percent.
The watch, which allow users to check email, listen to music and make phone calls when paired with an iPhone, goes on sale officially on April 24.
The watch is Chief Executive Tim Cook's first new major product launch and the company's first foray into the personal luxury-goods market.
Despite mixed reviews, which generally praised the watch's styling but criticized its less-than-spectacular battery life and slow-loading apps, people flocked to Apple stores to get a close-up look.