I sympathize with a micro brand trying to release a product batch and never knowing what sort of demand there may be. Make too many and you're stuck sitting on expensive inventory. Make too few, and people complain that you do not make enough.
I made a small effort to enter the date/time of the watch release into my calendar so my alarm told me when to jump on and be ready. Got the one I wanted, and am grateful to the Sangin team.