The Apple Watch on Monday night got some unexpected airtime on NBC’s The Voice when music star Pharrell seemingly flashed what was likely the 42mm stainless steel Apple Watch with the white sport band. With the official Apple Watch launch just about two weeks away, we can likely expect to see more instances of Apple’s upcoming wearable showing up in unexpected places.

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Indeed, Apple’s marketing media blitz for the Apple Watch has been somewhat measured thus far. To date, the extent of Apple’s marketing has been a few features in fashion and fitness oriented magazines, a TV commercial which Apple has kept in steady rotation, and last week’s Wired profile on the secret developmental history of the device.

A screen grab of Pharrell showing off his Apple Watch was originally captured by Twitter user Jonathan Shell.

Going forward, it’ll be interesting to see if Apple taps celebrities to help sell the Apple Watch. Apple, it should be noted, has historically shied away from celebrity endorsements. The last time Apple tried its hand at a traditional ad spot featuring celebrity spokespeople — remember Samuel L. Jackson and Zooey Deschanel’s subpar spots for Siri? — it wasn’t all that well received.