BIOS update failure

Hi all,

Hoping someone can help with this frustrating issue.

Basically I was updating the BIOS on an alienware area 51 alx (specifically A08 - A10).
During the update the pc blue-screened, the update was done in Windows and not via a boot disk/command prompt...something i'm now regretting.
Upon reboot it is now stuck in a loop, doesn't even get as far as its post checks, it just powers up for 30 seconds or so then shuts down and begins again.

If anyone has any ideas it would be hugely appreciated.

I've now tried removing the cmos battery and putting it back in after 30 seconds, this didn't have any effect.

I have also tried clearing cmos settings using the jumper but this also didn't work.