This is because Wear OS build with Watch Face Studio powered by Samsung with an API of 28+, are not supported by Google Play on some 13,840 Android devices.
Customers affected by this error message are advised to browse and download via web browser from personal computer or search the watch name in Play Store > under ‘This Device’ > select Watch and tick their model > proceed to Install > Redeem Coupon > Pay > wait for app to appear on their watch.
I believe Google Play is working on it. In the meantime, Publishers/Developers familiar with Android Studio have paired their apps with another companion app to defeat Google Play’s algorithm (sort of) to project the app through.
You may find some workaround here: