The store opened slightly before 2, it might be worth checking from 1.59 onwards, refreshing every few seconds on the product page. Make sure you're logged in, have all your card details saved to the device.
I'm not saying it's easy but I have never failed to buy what I've wanted, 2x Caribbeans, a monopusher and this weekend an Everest.
I think I might have been one of the first orders as the watch has just arrived.
Don't give up, it's a cracker!