I am in Australia and it’s just after 5pm 15 September here. I just ordered a series 3 38mm silver aluminium with cellular/lte and seashell sport loop. Pick up in store on 22 September. I used the Apple store app and got through to order at about one minute past 5pm. The app is quicker - the online Apple site did not refresh for quite a few more minutes later than the app. I have had the series 1 sport on launch day and then got the series 2 last year on launch day. Looking forward to using my new toy next week. Good luck everyone!