Been doing this for years and I keep seeing people surprised when a new board shows up. The trick is boring: watch the downstream kernel tree. The Pi folks merge device tree changes into their branch well before any product page goes live, and a new dts file basically tells you the board exists, what chip it runs, and sometimes even the wireless combo.
If you want to try it yourself, just clone the kernel repo and grep the arch/arm/boot/dts folder for model names that don't match anything on sale yet. A pull request getting merged is a much stronger signal than a random commit, since those usually get reviewed properly. Then cross-check the firmware repo, because new board revisions tend to appear there around the same time. One caution though. A device tree in the tree means the hardware is real and someone is working on it, not that you can buy it next week. Boards have sat in the kernel for months before launch, and a few have never shipped at all. So treat it as a heads up for planning, not a shopping list. I keep a spare PSU and SD card ready anyway, because when a small cheap board does drop it sells out fast.