Time Steel stuck at "getpebble.com/app" screen

I just got a brand new Time Steel. When I try to connect it to my iPhone, everything goes as planned - I can select the device, I can accept pairing on the watch and the Pebble app, and it says it's been paired. Then the watch goes back to the "getpebble.com/app" screen and when the app tries looking for updates, it fails. The app says I have to go into Recovery Mode. When I hold the three buttons down on the watch (back, up, select), it restarts, but immediately goes back to the "getpebble.com/app" screen.

I've tried forgetting the device in iOS Bluetooth settings, restarting the phone, deleting and redownloading the app, holding the Down button to get the blue spinning circles... No matter what I do, it always comes back to the "App" screen.

I've sent an email to Pebble Support, but I'm waiting for a response. I can't find anything online, so I thought I'd ask here, too.