Not sure what is wrong but it seems the cache is persistent to the initial look and feel even with a design amendment
I believe the only way to get around this at the moment is by going into the app settings in the phone settings and clearing the cache data.
I have noticed that if I send my draft faces to my watch from the App then it “locks in” that design image and does not update the image on the app with future updates. However, if I only ever send my designs to my watch from Facer Creator then the face image on the app is updated properly.
That’s true @mikeoday, though note that the published design will not show the cached image but the most up to date published design. So others will see it properly.