Slice Intelligence released a report stating that 957,000 people in the US bought the Apple watch when it went on sale last Friday, with some people buying two at a time.
As analysts expected, the space grey Apple Watch Sport with a black Sport band was the bestselling version.
Slice Intelligence claims the average person bought 1.3 Watches, spending an average of $503.83 per Watch. It's likely that many will have bought Watches for family and friends but some will be buying in the hope of making a fast buck or two on eBay.
The most popular Apple Watch model was the Apple Watch Sport, with 62 percent of buyers choosing this option and 40 percent of those opting for the space grey version.
The Black Sport band was the most popular accessory, followed by the white Sport band and the Milanese loop band.
Apple Watch comes in two case sizes, 38mm and 42mm.
The larger version is proving to be the most popular with 71 percent of buyers choosing the 42mm screen.
Slice Intelligence obtained its figures after mining online shoppers' email receipts.
Apple has not released any official preorder numbers yet so the numbers are only estimates at this stage.
If Slice's data is accurate, worldwide Apple Watch preorders could top two million, analysts told Fortune.