New apple watch has been resetting for over 60 minutes

I have a new apple watch. I am trying to setup. The setup timed out and then when I retried I got a "not connecting to server" error. So, I unpaired the watch from my iphone and tried to do a factory reset. It has now been over an hour and it is still resetting. (I see the little spinning gear/wheel looking image and can't do anything with the watch.). How long is this going to take? I am on my home internet which is very strong and the watch is sitting next to the router.