This is what Tokyo’s Apple Watch Store opening looked like

With decidedly less fanfare than a new iPhone launch, Apple opened the doors of its Apple Watch Store in Tokyo this morning. While it didn’t appear that anyone camped out for weeks (or even overnight), several hundred Apple devotees, members of the international press, and curious fashionistas queued up for a chance to try on – and perhaps pre-order – Apple’s first entirely new gadget since it launched the iPad five years ago.

Tokyo’s Apple Watch Store is Shinjuku’s swanky Isetan department store, next door to Cartier and surrounded by women’s high fashion. It’s a nod to the fact that Apple is marketing its new wearable as a must-have accessory just as much as a piece of cutting-edge tech. It’s also one of just three Apple Watch retail outlets, with the other two in Paris and London.

Both Isetan and Apple Watch Store staff were passing out reservation tickets for those interested in a watch-fitting and placing an order. Reservation slots were all taken before 11 am. Those interested in simply getting a closer look at the device lined up the Isetan stairwell, and the staff estimated a wait time of 90 minutes as of 11 am.

Unlike the pique T-shirts worn by Apple Store employees, Apple Watch Store staff were looking dapper in black button-ups and back trousers.

In Japan, Apple Watch Sport will start at JPY 42,800 (US$355); Apple Watch will start at JPY 66,800 (US$555); and the premium Apple Watch Edition will start at JPY 1,280,000 (US$10,600).