Stuck in Recovery Mode error 53 - iPhone 6 (out of box)

I just un-boxed my new iPhone 6, went to do the setup from existing backup when plugging into iTunes.

It fails half way through, the status bar on the iPhone gets to half way then Error Code 53 pops up in Itunes, I don't get any other option to restore this phone, as when I unplug it and power it off, it asks to be plugged back into Itunes. IT then goes through the same cycle again saying it needs to restore it and gets stuck in recovery mode. Continuous cycle of not getting further. this is a brand new unused phone!

Please help!! How do we get this back to factory settings!