From the Aetna press release:

Beginning this fall, Aetna will make Apple Watch available to select large employers and individual customers during open enrollment season, and Aetna will be the first major health care company to subsidize a significant portion of the Apple Watch cost, offering monthly payroll deductions to make covering the remaining cost easier.

In addition to the customer program, Aetna will provide Apple Watch at no cost to its own nearly 50,000 employees, who will participate in the company’s wellness reimbursement program, to encourage them to live more productive, healthy lives.

That is a remarkable endorsement and speaks to the future of the Apple Watch.