multiple duplicate Apps (with same UUID install on update)

For some reason, the datafield I've been uploading to the store for testing keeps getting unique duplication when pressing update on GCM (IOS)

When I plug the watch to the PC, i can see the same app being installed over and over again.

eg:

ABC123 - version 1
ABC234 - version 2
ABC345 - version 3

but these are all the same apps which i tried to "update". By Right, they should cancel out each other and only end up with 1 single app. But it's not the case. When this happens, all user settings are not usable and the watch also have trouble figuring out which app to use. (eg: I update something on the screen, but this new update, even when it's the latest version, it doesn't reflect on the watch. Watch is still using version 1 or something like that)

Anyone else experiencing this?