First of all, you have to have Facer app on your phone that its synced with your watch and the Facer app in your watch.
In Facer App on the phone, choose the watchface and you'll see a preview. There you have the option to comment, favorite (heart) and sync (blue arrow if its free and yellow shopcar if its premium). Push sync and youre done.
In the web, the same blue or yellow buttons, but sometimes it doesn´t work at first push, so be patient.
Welcome to this great family!