From Apple’s Apple Watch Apps page, under the tag line “All-new ways to do all kinds of things”:

The more you wear Apple Watch, the more you’ll realize just how personal a device it is. Because with so many different apps available, you can choose the ones that are most relevant to you, and create a customized experience. There are already apps for airlines, department stores, social networks, and more that take advantage of the unique opportunities the wrist brings. And with new apps being built for Apple Watch every day, this is just the beginning.

So far, the page features apps from Target, Starwood Hotels, American Airlines, Nike, Instagram, Major League Baseball, and about 38 more.

This list reminds me of the early days of the App Store, when just building an app got you a mention. Exciting times.

Update: Sorry about that. This page was rolled out with the announcement, I just stumbled on it now. My bad.