One thing that could facilitate buying for the true fans is to announce the next opening of the webshop not via the normal mailing list but only on the forum, limiting the crowd to forum members only. A bit like rock bands giving their fanclubs a first access in ticket sales.
I suggested this the other day, announce the opening in the bear pit, open midweek rather than a Sunday and limit the sales to a manageable number as normal. Gives forum members a better chance, still sell the same number of watches, no additional work for Eddie.

Done twice a year it would help some who've been left out with a chance.