Almost certainly around the time they were advertised for: "late August".
http://www.elderscrollsonline.com/en-us/news/post/2015/08/07/crown-store-showcase-august-7th-2015
Meaning not mid-August as we're in now. Late meaning 21+
To be clear as to how I come up with that, think of the ways we label parts of a month. "Early, mid, late". 3 types. Divide the number of days in the month by 3, that's how many days each category covers. Generally that means 1st-10th = Early, 11th-20th = mid, 21st-30th/31st = late.