We’re getting closer to the launch of the Apple Watch and Apple is really starting to ramp up the advertising. The company has placed a 12-page advertisement for the fashion-centric smartwatch on an issue of Vogue magazine. Apple didn’t use any models, as the watch itself is sexy enough as it is, and used the minimalist design that it has always favored to show off the different variants of the watch and its interchangeable bands. 

Ahead the launch of the Apple Watch in April, the latest iteration of Apple’s fashion-centric smartwatch approach appears in the March issue of Vogue. The 12-page ad spread, situated smack dab in the middle of the 600-page issue, is one of the first high-profile marketing exposures the device has had in the U.S. since its reveal last year. Devoid of fashion models, who might distract from the spartan design aesthetic of the device, the ad spread largely focuses on the device’s interchangeable bands, with all three models of the Apple Watch presented at a comparatively smaller scale. The first such commercial look we had at the device was in Chinese Vogue in October. The smartwatch finally made its U.S. magazine cover debut earlier this month on the cover of Self, a health and beauty magazine published by the same company (Conde Nast) as Vogue.