Why does <iostream> operator<< pick the apparently wrong overload?

Consider this code:

#include <iostream>
using namespace std;

class X {
public:
    operator const wchar_t* () const { return L"Hello"; }
};

void f(const void *) {
    wcout << L"f(const void*)\n";
}

void f(const wchar_t*) {
    wcout << L"f(const wchar_t*)\n";
}

int main() {
    X x;
    f(x);

    wcout << x;
}

The output is (compiled with the VS2015 C++ compiler):

f(const wchar_t*)
00118B30

So it seems that the compiler selects the expected const wchar_t* overload for f (as there's an implicit conversion from X to const wchar_t*).

However, it seems that wcout << x picks the const void* overload, instead of the const wchar_t* one (printing an address, instead of a wchar_t string).

Why is this?

P.S. I know that the proper way of printing X is to implement an overload of operator<< like wostream& operator<<(wostream& , const X&), but that is not the point of the question.