The Apple Store App was boss. At 3:00AM (EST) it went up, whereas the website never came up for me.
By the time the clock hit 3:01 AM, I had ordered my SS Watch w/ 42mm Milanese Loop and a black sports band.
I stuck around on my laptop to see what happened after the first 5 mins of dust settled and stuff went real fast.
Thankfully, my watch says 04/24 - 05/08 for delivery, the band says 2-4 weeks.
I am thinking that the 04/24 - 05/08 is so that they can give themselves a nice cushion of time should something go south. We won't be able to come back and say "you promised me X and delivered Y, I wan't to be compensated with a free band"
I remember a lot of forum members posting about receiving free leather cases when their iPhone 6/6+ didn't deliver on launch date/date promised.