Didn't Atletico chase him all of last summer?
Yep but then they still had Andrea Berta (who is now at Arsenal - and we've seen their Gyokeres saga though tbf that's more down to Sporting), their new SD seems to be working in the background and faster. He hijacked Pubill's deal in a few hours and then also signed Hancko (maybe less than) 24 hours after his expected signing for Al Nassr fall through. Almada's transfer was also done quickly. They also had Baena and Cardoso's signings wrapped up but took some time to make them official, probably because they were playing in the CWC and also had to ship out some players to have room for new signings.
As
@Porque said Atleti have ways around SCL that we don't but still impressive how they've moved so far. Next up seems to be Millot from Stuttgart who reportedly has a 23m clause but they are trying to negotiate a better deal. Everyone is talking about Liverpool's transfers but cost to quality (or expected performance) wise I think Atleti could have the best TW in Europe from all the teams spending big. They basically got 6 quality players (I expect at least four of them except Pubill and Almada will be immediate starters) for price of Wirtz (or probably closer to Isak's fee if his transfer will also go through). We'll see what Cholo will do with this team though.