@Stif all sorted now!
I wasn’t logged in and after placing an order I was suggested to sign in/signup but this was broken, the button wasn’t responsive after I provided my password.

I received the watch and tried to provide meaningful feedback so company could improve things in the future. Like they shouldn’t send the survey right after they shipped the order, they should wait for the order to arrive and give it a couple of days to iron all possible hiccups out. Otherwise it’s a negative rating guaranteed.