My Apple Watch Series 1 is stuck at the Apple logo

My Apple Watch does not power up beyond displaying the white Apple logo.

I found the Fireyjack instruction for the two button reset and then to hold the power button, but it does not go beyond showing the logo and eventually the watch battery depletes. If I keep on the charger.... it does not progress. I've tried holding the side power button for minutes.... no avail.

Any other suggestions?