Welcome to the asylum.
My many times a day routine is:
Check whether a serial number has been allocated
Check whether the shipping dates have changed or gone beyond processing
Check this thread
Check the Leather Loop thread
Check other interesting threads
Repeat
I need the watch if only to cure me...
Made me realise the App Store app needs touchid on the orders page instead of having to fill in my appleid every time...
Does the serial number get allocated at PFD?
Agreed. This was mentioned before and seems like a big oversight considering who makes the App.