The new Apple Watch ad actually runs counter to several of the company’s latest commercials, which have been more focused on showing what users can do with Apple’s various devices, rather than what those devices look like. However, given that the Apple Watch is a brand new device, it makes sense that Apple would be taking efforts to familiarize consumers with the gadget.

Apple first announced the Apple Watch last fall before giving more information like pricing and availability on Monday. The Apple Watch will start at $349, with options ranging all the way to $17,000. It will go on sale April 24, while a preview period opens April 10.

Analysts expect Apple to sell anywhere from 8 million to 41 million units of the Apple Watch, the company’s first foray into the still-emerging wearable device market.