diff --git a/lib/github/kv.rb b/lib/github/kv.rb
index 1a28209..9777a9a 100644
--- a/lib/github/kv.rb
+++ b/lib/github/kv.rb
@@ -328,7 +328,7 @@ def increment(key, amount: 1, expires: nil, touch_on_insert: false)
             `expires_at`=IF(
               concat('',`value`*1) = `value`,
               IF(
-                :touch,
+                :touch OR (`expires_at` IS NULL OR `expires_at`<:now),
                 :expires,
                 `expires_at`
               ),