We’re just days away from the launch of Apple’s new Watch device, a piece of technology that promises to push wearable tech in a bold new direction. Whether it’s going to be widely accepted with an audience or not has yet to be seen, but several brands are already on board with an array of applications.

AdWeek broke down a number of companies that are on board with the device, providing efficient tools that users would utilize when it comes to the Apple Watch’s distinct features.

40 brands are signed up with the device thus far, although some are still preparing to get the most out of it. “Do I think most marketers are ready No,” said Mike McGuire, vice president of research for Gartner Research, regarding the device. “It is going to be about really having to nail this early on.”

One of the higher-end companies investing in an Apple Watch app is Starwood Hotels, which has poured in approximately $7 to $8 million into the tech, with a long-term goal of $20 to $40 million. With the app, guests will be able to remotely check in to their rooms, as well as access other traveler-related information, such as the approximate cost of taking a taxi to said hotel. 150 locations are already set to be tied in with the Watch’s launch this Friday.

A lot of work went into designing its app. “It can look deceptively simple, but to go through and develop it for our nine different brands (requires) a lot of design work and functionality under the hood,” said Stephen Gates, Starwood vice president and digital creative director for global brand design.

Other apps are taking advantage of the tech as well for consumer convenience. Target’s Apple Watch app enables voice and location-based technology to help customers put together shopping lists by finding specific products; Fandango has one that counts down to specific movie showtimes; BMW syncs with features on electric cars; and American Airlines enables flight reports to be displayed on the device in real time.

Not everyone is jumping in headfirst, however. Some companies are holding off on launching their apps until they see the effectiveness of the device in terms of sales. Michael Maginnis, president of the MJD Interactive agency serving car alarm manufacturer Viper, stated, “A lot of the feedback we’re getting so far is that it takes (consumers) a couple days to figure out why they even like the watch.”

Those that are launching apps, however, provided full details on them, which can be found here.