They'll likely be shipping to EU from outside, not selling them directly.
Not that I am unaware of the immense difference in scale and influence between Apple and Pebble, and the different nature of these regulations in this light.
We're not talking about free returns or costly perks, but manufacturing defects that got passed their QA process or resulted from design issues. Leaving the customer holding the bag for these is kinda crap, even (especially?) for a small company IMHO.
The original Pebbles had a zebra strip connector to the display which had problems; and their last product, the Pebble 2, had buttons made of a soft silicon rubber which quickly fell apart. The fact that the new Pebble company sold a brand new product (the Pebble 2 Duo) with the same defective design is worrying.
Just to spare people reading this a few clicks (from their FAQ):
> Yes, we warrant against manufacturing defects for 30 days after you receive your order. Ship us the defective watch, and after we receive it back, we will ship (no charge) you a replacement.
Full warranty as of now: https://archive.is/HxXvL