BlackBerry Q10 enters the record books as Selfridges' fastest-selling gadget ever

The BlackBerry Q10 is off to a flying start, with iconic UK retailer Selfridges reporting that it sold out of its initial allocation of the device within two hours.

Selfridges enjoyed exclusive UK retail rights to the BlackBerry Q10 from 26 April ahead of the device's wider consumer release today (29 April), and the QWERTY-sporting handset quickly rumbled into the record books as the store's fastest-selling consumer technology product ever.

"The BlackBerry Q10 has been, without a doubt, the most highly anticipated smartphone we have ever sold and is already our most successful. Our partnership has proven to be a powerful combination of great technology and commercial success," said Selfridges' head of Home and Leisure, Julian Slim.

The Q10 also performed strongly online, the retailer added, with the device's pre-order page notching up some 30,000 page views in the 48 hours before it went on-sale.

BlackBerry unveiled the Q10 back in January alongside its new BlackBerry 10 mobile OS and a new touchscreen device, the BlackBerry Z10.

But while the Z10 went on sale almost immediately after breaking cover, interested punters have had to wait it out for the physical keyboard-toting Q10.

"The BlackBerry Q10 represents the next chapter in the BlackBerry 10 story and we are delighted that it has been so well received. This initial success at Selfridges highlights the strong consumer demand for a high-end physical keyboard smartphone," commented Rob Orr, BlackBerry UK managing director.