What Timezone Does the Lego Site Release New Sets On?

Specifically in asking about the new AT-TE Walker and Justifier sets that appear to open on August 1, would they open to be ordered in a specific timezone? Ie 12:01am EST August 1st versus some other European timezone?

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I saw a few threads about how it was 9am or so EST that the website considers 'that day.' Ie 9am EST is when the Lego site registers that it is August 1st.

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Not trying to get into a brawl with some scalpers over the AT-TE and Justifier at a Lego Store on August 1st (let alone have to take off time for work to go to said store)