Apple watch faces not syncing with phone "set as current watch face" does nothing

new apple watch, all os up to date. If I make app changes from the watch app on my phone, the watch reflects the changes immediately, but I added several watch faces via the app, none of which appear on my watch, and when I press "set as current watch face" nothing happens. Again, there's clearly communication between the watch and phone as other changes are instantaneous, but watch faces seem to be a different story. I've reset everything, charged together overnight, done everything, to no results. TIA!