Microsoft doesn't have any retail stores in the UK, but that's not stopping it attempting to emulate the media circus that Apple normally draws in for its launch events.
With that in mind, it's managed to convince Orange to open its flagship Oxford Street store in London at 7am, in order to let Microsoft shoppers get their hands on the new operating system and phones first.
But what if you aren't in London or don't fancy the HTC Mozart or Samsung Omnia 7? Here's where the other handsets are being stocked, when you can get them, and how.
The Orange Oxford Street store is opening at 7am on Thursday 21 October, ideal for those prepared to make the journey in before work. You'll be able to buy the HTC 7 Mozart and the Samsung Omnia 7 phones from the store and you'll get rewarded with a "bag for life" and other treats (while supplies last), says Orange. Those other treats are in fact just a brochure and some sweets.
Other stores around the country will be opening at standard times (you'll have to check as they vary) and you won't be getting any extra goodies either.
The "smartphone network" is just stocking the HTC HD7 - such is its confidence in the new phone. But like Vodafone you'll have to wait until at least 9am, as the operator won't be opening its stores any earlier either.
You'll be able to get the Samsung Omnia 7, however you'll have to wait till your local store opens to get your Windows Phone 7 handset from this operator.
The Samsung Omnia 7, the most widely available handset, will be available on theThree network for you to snap up in any of its three stores. Concession stores, like Superdrug, are unlikely to be stocking it however, and it's business as usual in terms of opening hours rather than anything before the crack of dawn.
Carphone might be selling the Samsung Omnia 7 and the O2 HTC HD7, but if you go down to a store you'll be turned away empty handed. They don't have any stock. Needless to say it won't be opening up early either.
No early openings here, and no phones either. According to a Phones4u sales person we talked to via their Live chat service on its website, although Phones4u is planning on stocking the Orange HTC Mozart it won't have any stock on Thursday 21 October. If the HTC Mozart isn't your cup of tea, Phones4u tells Pocket-lint that it will be stocking more Windows Phone 7 handsets in the coming months.
The handsets you won't be able to buy at launch
Dell is the only manufacturer to have announced a handset that won't be available on launch day. The Dell Venue Pro is currently available for pre-order at Clove.co.uk, costing £375. It is expected to ship in the UK on the 8 November.
HTC's Pro 7, the one with the QWERTY keyboard, has been confirmed as getting a UK launch, but hasn't been given a launch date as yet.