Brick after factory reset

My watch was not being detected by my new phone so I decided to give the ol factory reset a try. and when I did this it got stuck in a infinite boot loop. I did the reset button on the back and it wont fastboot now. have tried to clear all data in the recovery mode but it still has the same problem, see video:
https://www.youtube.com/watch?v=Q4ps1LmUZbQ

anyone know what I can do to fix my watch?