Apple is working overtime to get its watch on TV

Just days ahead of its preorder launch, Apple premiered its new smartwatch on primetime.

The Apple Watch made its television debut (depending on your time zone) on the wrist of Apple CEO Tim Cook, who was spotted at the NCAA championship game. Cook, a Duke graduate, was supporting his team while sporting a stainless steel model with a white sport band.

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Tim Cook poses for selfies with Duke students. "Sign my iPhone!" one yells. pic.twitter.com/0OJRN6Lbn8

— Ben Cohen (@bzcohen) April 7, 2015

Elsewhere on the dial, Pharrell Williams was seated at the judge’s panel on The Voice wearing the same watch-band combo as Cook.

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And Apples marketing machine has got to work. @MacRumors pic.twitter.com/TsS65m6Vg2

— Patron Saint Of Coffee (@crash8130) April 7, 2015

Earlier this evening, Tim Cook notified all Apple employees that they will receive a 50 percent discount on the “Sport” and stainless steel models of the watch and $550 off the ostentatious and redundantly titled gold “Edition” edition.

This is obviously part of a concerted push by Apple to get some screen time ahead of the big launch. In a thinly veiled attempt to trick you into thinking it is somehow elegant or stylish, the watch has previously been featured on the cover of Self Magazine and was the subject of a not-at-all-ridiculous TWELVE PAGE spread in Vogue.

Pharrell is a natural candidate to debut the watch. He has a long history of trying to make hideous fashion choices popular.

Gluing an expensive after-dinner mint to your wrist is merely the next logical step.