Last Friday the much hyped and super anticipated Apple Watch finally hit the wrists of dead hard fans. In the wake of the very successful weekend, Apple has released three new as showcasing the various ways in which the Watch improves the wearers life. If you weren’t already patiently waiting for your Apple Watch, these new 60-second spots will move you. Titled “Us,” “Up” and “Rise,” the ads showcase how the Watch integrates into exercise, commerce and love. Watch them all now.