Same thing happened to me today. I've reset my phone 3 times and resync'd many times without any luck. Any suggestions?
Finally, I was able to fix it. My case was as follows:
I had paranoid android installed (new faces were fine). Had to restore factory settings on my phone, phone didn't want to sync after I reset my phone so I restored factory settings on my phone. I lost the new faces. Tried resetting the phone and watch multiple times and it didn't work. I went back to stock 5.0 (LRX21O) by following this guide
. After restoring my phone to stock, I reset the watch one last time. Paired the phone and watch, customized one of the new faces chose minimal face on watch (still no new faces on my phone), then customized the same new face again, when trying to select another face it only showed one (simple). I chose that one, then tried to change to a new face and viola! new faces appeared.
Not sure what of everything I did was the fixing factor but wanted to share. Hope this helps.