On April 17 only, the Apple Watch will make an appearance at this year's Salone del Mobile fair in Milan, an exhibition celebrating design and art.
Wallpaper wrote that an Apple Watch viewing and try-on event will take place at Carlo e Camilla in Segheria, a trendy upscale restaurant. Apple's lead designer, Jony Ive, was quoted as saying that the Salone has a "a deep-rooted history of embracing excellence in design," and that he's excited to celebrate the Watch "alongside our friends and fellow designers."
The Salone is actually a furniture event first and foremost, but there are some exceptions. This year, for instance, Hyundai is showcasing credit cards. The fair runs from today through April 19.
Apple is presumably showcasing Watch due to the Salone's global significance in the design world and the proximity to the device's April 24 launch. The company is heavily marketing the Watch as a fashion item, arranging for magazine spreads and celebrity product placements.
Apple may also be invested in positioning the Watch in front of the Salone's rich visitors. The device starts at $349 — already more expensive than most smartwatches — and can cost as much as $10,000 to $17,000 for top-end Edition models.