First ensure cellular is turned on! Swipe up the Control panel from the bottom of the screen.
It sounds as though you may not have an eSIM plan for the Watch from your iPhone cellular provider
See this KB article how to set up cellular which usually involves an extra charge.
Set up your Apple Watch – Apple Support (UK)
which includes this article how to set up cellular
Set up cellular on Apple Watch - Apple Support
or in UK
Set up mobile on Apple Watch – Apple Support (UK)
You may need t contact your cellular provider to find out whi it is not working or contact Apple support directly.
Click here > Contact - Official Apple Support
or phone numbers
Click here > Contact Apple for support and service - Apple Support
and or
Genius Bar Reservation and Apple Support Options - Apple