Definitely. No one in the U.K. appears to take it yet but here's hoping.
We just need a few more banks/countries on board now.
quadlockcase.co.uk have a pay with apple pay button, however it just results in payment refused for me with any of my cards, either via phone or watch. Then again their normal payment system was broken. They fixed it so entering a card started working, but apple pay still doesn't work.