It’s tough to know exactly what to make of the Apple Watch. On the one hand, data suggests that interest is waning in the wearable out of Cupertino. And the company’s most recent earnings report caused Apple shares to tumble amid speculation that watch sales weren’t living up to expectations.

But then you see some of the cool accessories available for the Apple Watch and hear that you can order friggin’ Chipotle with the thing and it’s hard to imagine the Apple Watch not eventually becoming a huge success.

The newest data that points to that centers around non-Apple watches. According to a report from NPD Group, U.S. watch sales in June were 11% less than the previous year, marking the steepest decline in seven years. One big reason for the drop off is that the Apple Watch is eating into sales of traditional timepieces.

“The Apple Watch is going to gain a significant amount of penetration,” NDP’s Fred Levin, who heads the market researcher’s luxury division, told Bloomberg.

So get ready to start seeing a whole lot more people ordering burritos from their wrists.

Justin Tejada is a writer and editor based in New York City. Follow him on Twitter at @just_tejada.