Pharrell Williams shows off Apple Watch on Instagram

But will the device take off as a fashion accessory as much as a wearable?

CUPERTINO, CA: Apple has handed Pharrell Williams an Apple Watch as part of its celebrity marketing strategy ahead of the device's official launch on April 24.

Customers can pre-order the devices online this week or wait until the end of the month to buy one in-store.

But Pharrell has been spotted with a $17,000 Apple Watch on the US version of The Voice and has also shown off the gadget on Instagram. In his video, the rapper simply holds up the watch and says, "Whoa!"

Woah.

A video posted by Pharrell Williams (@pharrell) on

Apple has followed a celebrity-heavy marketing strategy for the Apple Watch, also inviting supermodel Christy Turlington-Burns to keep a blog of her time with the device as she trains for a number of marathons. The company also paid for 12 pages of ads in Vogue in an attempt to position the watch as a desirable fashion item.

This story originally appeared on Marketing.

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