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Apple had previously revealed the device would start at $349, but otherwise kept mum on the pricing.

In the UK, the cheapest model will cost £299 – that's the 38mm, aluminium-bodied Apple Watch Sport.

That's quite a bit pricier than the Moto 360 (£199), Withings Activite Pop (£120) and LG G Watch R (£195).

If you want to spend more, Apple will gladly help you empty your pockets.

The standard model is more pricey, as it has a sapphire crystal screen instead of Ion-X glass, and fancier straps.

And if you want the best of the best, the Apple Watch Edition is for you – the top-of-the-range 18-carat model costs a whopping £13,500. It's by far the most expensive gadget Apple has ever made.