At their 'California Streaming' Apple announced the Apple Watch Series 7. At the time they announced that the Series 7 Apple Watch would be "available later this fall". Today, they have announced that pre-orders will begin this Friday, October 8th with devices beginning to arrive or be picked up October 15th.

Pre-orders will begin at 5:00am Pacific Time. The Apple Watch Series 7 starts at $399 for the 41mm, and $429 for the 45mm, with the cellular versions costing a bit more.

Source: Apple Newsroom