"Pre-order" it, eh? In other words, give them your money on an interest free loan on a watch they may or may not get, yet you'll be dumb enough to let them string you along for months or more about getting. In addition, you'll pay interest if you put it on your credit card.
Smart move on the business' part. Unfortunately, I've seen this move pulled in the wine industry (called "futures") and several of those companies declare bankruptcy and screw over their futures customers. Look up Premier Cru and Carolina Wine to see what I mean.
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