24 million people want an Apple watch

According to investment bank UBS, 25% of consumers sizing up a smartwatch purchase over the next 12 months are eyeing up Apple's first wearable.

The survey, of 4000 consumers in four countries (the US, UK, China and Italy) shows that there is indeed excitement about the Apple Watch and was part of a note sent to investors on Monday and seen by Apple Insider.

However, for the moment at least, it is Samsung that is proving more popular with those looking to snap up a wearable technology device.

The data shows that 10% of consumers are very likely to buy a smartwatch over the next 12 months, but 37% of those respondents want a Samsung Gear.

Apple has to make do with second place of 25%, but according to UBS that figure will represent a projected 24 million devices sold over the course of 2015.

And, despite the Apple watch's premium pricing -- the entry-level model will cost $349 -- plus the fact that it won't be launched until March 2015, it is still comfortably ahead of the smartwatch in third place, the Sony Smartwatch (6%) and fourth-placed Moto 360 (2%).

However, perhaps the most noteworthy finding from the study is that when asked, a large majority of respondents said that they would purchase a smartwatch in addition to, rather than instead of, a traditional watch.