On 20.5.2013 I pre-ordered the Jolla phone. Yesterday the first 450 where sold, at the DNA pop-up store in Narinkkatori, Helsinki. I arrived about 16:20 and the queue was already to the other side of the square. (I lost about 30-40 meters, had to find a WC first. Not that it mattered, as everyone queueing had device reserved already.)
The line started moving slowly when the doors opened.
And then inside, I got the queue number 145. There where refreshments and small snacks available.
Then the actual show and announcements started and the first sale. More a bit later.