They just started production a few days ago. They won't be announced until mid to late Oct and you won't be seeing one until Nov, Dec for Pro models. So be prepared for a long wait.
I am prepared for the long haul for the Pro Max. It would have been nice to at least see them today, but if pre-orders went live, it would have been much harder to wait until December for it, if the rumor is true. In the meantime I will have the new watch to play with.