Only Apple has faces for the Watches, and there are no custom faces except for the Herm?s and the Nike+ Watches.
So either somebody came up with a way to jailbreak and sideload the Watch with some custom faces, you have a Pebble and not an Apple Watch and got scammed, or you got scammed.
Or you probably bought custom wallpapers that you use with the Photos watch face. If that's the case, they should be on your phone, and then loaded onto your watch. You then select the Photo watch face and combine it with your desired photo. That's my guess anyway.
You need to provide a lot more information, because what you've said so far is way too vague.