If you were in my boat you were frustrated that you had to double encode, eg. one separate encode for watermark and a separate from concat and it's not easy to figure out this with ffmpeg on your own. However it is a nice way to save time!
ffmpeg -i file1.mp4 -i file2.mp4 -i file3.mp4 -i watermark.png -filter_complex "[0:v]setpts=PTS-STARTPTS[v0]; [1:v]setpts=PTS-STARTPTS[v1]; [2:v]setpts=PTS-STARTPTS[v2]; [v0][0:a][v1][1:a][v2][2:a]concat=n=3:v=1:a=1[v][aout]; [v][3:........