Apple’s PR tour for the Apple Watch doesn’t appear to be slowing down with Apple’s design chief Jony Ive showing off the device and revealing an exclusive collection of never before seen Sport band colors tonight in Milan. Apple this morning kicked off a showcase of the device at Milan’s Salone Del Mobile Design Fair in Itlay, which was attended by Apple executives including marketing head Phil Schiller and designer Marc Newson.

Earlier today, images emerged of a red Sport band, and now Apple appears to be showing off several more exclusive Sport bands at tonight’s event in Italy. An image posted to Instagram shows dark blue, light pink, red, and yellow Sport bands. All of these colors were previously unreleased by Apple and never before seen. At the Design Week event in Milan, Apple is allowing invitees to try-on the Watch and use it with a band of their choosing. Designer Karl Lagerfeld was seen with an Apple Watch paired with a gold link bracelet earlier this week, although it’s not confirmed if the band was designed by Apple.

Attendees of the event were invited by Apple design Marc Newson, who joined the company in late 2014. A gallery of images from the event can be seen below (via Umberta Gnutti Beretta). Apple is holding similar pop-up store events in Paris, London, and Tokyo. It’s worth noting that Italy, where the Milan Design Week events are being held, is not a launch market for the Apple Watch, but an important one in the fashion world.

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