Non-bangle bangle flashing

Firstly apologies for going 'off-piste'...
but since I was intended to do some heavy hacking I didn't want to accidentally brick/destroy an official bangle.js but had no qualms blatting a generic watch I could easilly replace. So picked up an (I think identical?) unbranded version. (and I was rather taken with the red case! :) (pic1)

I'm connected via SWD, an STLink2 and OpenOCD (as I said I intended to do some hacking, bootloader changes, different NRF softdevice etc)

I thought everything was going well, but now I seem to be at an impasse, I assume I've missed something obvious or done something stupid, so any suggestions welcome. However obvious!
I've got a local build of Espruino using current git code.
After flashing then hex through OpenOCD:

> program /home/ivor/devel/espruino/Espruino/espru­ino_2v09.134_banglejs.hex reset
target halted due to debug-request, current mode: Thread 
xPSR: 0x01000000 pc: 0x000008e4 msp: 0x20000400
** Programming Started **
nRF52832-QFAA(build code: E0) 512kB Flash, 64kB RAM
Padding image section 0 at 0x00000964 with 1692 bytes
Padding image section 1 at 0x0001ebf0 with 1040 bytes
Flash write discontinued at 0x00072950, next section at 0x0007a000
Adding extra erase range, 0x00072950 .. 0x00072fff
Padding image section 3 at 0x0007dfc0 with 64 bytes
Padding image section 4 at 0x0007e324 with 3292 bytes
Adding extra erase range, 0x0007f324 .. 0x0007ffff
Adding extra erase range, 0x10001000 .. 0x10001013
Adding extra erase range, 0x1000101c .. 0x10001fff
no flash bank found for address 0x60000000
** Programming Finished **
** Resetting Target *

On reboot, says "storage is corrupt, erasing" then shows a ">" cursor. (pic2)

I thought/wondered if this was just because no apps had been uploaded/bundled and I can connect to the watch via "bangle.js/apps" from there if I run "Install Default Apps" the "Erasing..." happens but then it proceeds to uploading bootloader, displays "Uploading boot..." and hangs. (pic3)

Not sure if it's a related problem, but if I connect to the watch via nRFConnect it shows up as 'Nordic UART Service' with no DFU service.

Any suggestions what I've missed or what I should/could try?

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