Apple CEO Tim Cook has claimed that the Apple Watch had a record sales during the first week of holiday shopping and is set to have its best quarter ever.

Speaking to Reuters, Cook said that the actual sell-through of the Watch had reached a new high. He declined to provide actual sales data for the device, however.

"Our data shows that Apple Watch is doing great and looks to be one of the most popular holiday gifts this year," he said.

"In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch."

Double the product

Apple launched a new Watch earlier this year while relaunching its original Watch at a smaller price. The Watches are now known as Series 1 and Series 2 to differentiate them.

Apple has also never broken out individual Watch sales in its financials. It is instead considered part of its "other products", revenues of which were down 9% year-on-year in its last financial release.