Can't install apps to iWatch from iPhone

After pairing my watch (6) with the iPhone (14 pro) I can't install apps to the watch from the iPhone (Watch menu). It starts processing and I can double tap the button on the watch but after that the process recedes. Doesn't matter which app I try to install. Also, the apps previously were installed to the watch but after pairing it up with a new phone I wasn't able to reinstall them. It's odd that I'm able to install those apps straight in the watch from the App store.