They'll tell you to bogoff and order from the UK website I expect. Plus the tax charges we get shafted for nowadays on any items from the US will hardly make it worth it, will it?
I bought the AW Fossil watch from the AW US and it was a performance plus they would only send it to me if I sent it to an address in the US!? Luckily I had it sent to by buddy and he sent it on to me as a 'gift' so I wasn't charged taxes.
Firstly they only let me because the UK wasn't selling it... THEN I had to set up a 3 way conference call with me, AW US customer services AND my credit card company. AW US sorted out the conference and essentially 'listened in' to me confirming my details with Visa as me of one of their customers...
Good luck if you manage it. But be cafeful of the taxes.