Instinct getting started

I have taken the watch out of the box and, following the supplied instructions, pressed Ctrl.  I get the word "English" and an arrow in a circle.  But I cannot get away from that screen except Menu and ABC move the language name up and down.  The instructions simply say "follow the on-screen instructions" ... but HOW?

Connect on my Samsung thinks it is a Smartwatch 4 (?), but I cannot get past the "enter a Pin" screen.

Either I am missing something basic or the watch is faulty ...?

Terry