The long awaited release of Samsung's latest flagship smartphone, the Galaxy S3, is finally becoming a reality for select groups of consumers.
The heavily coveted device was officially launched in 28 countries across Europe and the Middle East today, with those who placed pre-orders in the UK with sellers like Amazon predicted to start receiving their handsets this afternoon.
However, reports indicate that some models of the mobile may be late in reaching British pockets - back covers in the Pebble Blue colour line have fallen victim to a last minute production error.
In spite of the manufacturing botch-up, the S3 is likely to represent the single biggest product launch in Samsung's history and the most pre-ordered Android phone ever, with queues reported outside of shops in Berlin overnight.
The event seems more than capable of generating a similar degree of hysteria on British high streets starting later this evening.
The demand for pre-orders of the phone has been especially massive, with select retailers like the Samsung Brand Store in Westfield Stratford City making the S3 available for collection from tonight.
Samsung has staggered the release of the device in an attempt to cope with demand. It first went on sale in Dubai last week, though consumers in the US will have to wait until late June for their first go on the handset
By the end of the July, the company says the flagship device should have rolled out in full across 145 countries and over 296 carriers.
The electronics giant hopes that the hysteria surrounding the phone's release will help to solidify its billing as the top international smartphone manufacturer - at least until Apple's next D-Day arrives.