With such a high-profile launch of a new-category (fashionable) gadget on its hands, little wonder Apple is admittedly enlisting help of the world's top fashion editors, celebrities and athletes in an unprecedented attempt to position the gizmo in the public's consciousness.
The latest in celebrity Watch signings came via British professional rugby player and captain turned cyclist, Will Carling.
Earlier today, Carling on Twitter showed off his stainless steel Apple Watch sporting what appears to be a bespoke red Sport band.