Burn on my wrist from Apple watch

Hi I have a Apple watch’s series 3. I have wore this watch with no problems until the last few months and it’s like it’s burnt my wrist. It’s most definitely not an allergy as that would show where the band sits. But my mark is where the watch face sits only. Just wondering if you could advise anything at all? I’m not very happy as I got this as a present which cost a lot and I can’t wear it now. I take it off before I shower/ bath and I take it off for bed. I hope to hear from yourself ASAP. Here is a picture below.