So my buddy's Pam Fiver was out of warranty, and he let me take a crack at it.
I happened to have some Ipod polish from back in the day, pretty much restored it to new! Also, I used some ebay diamond paste to fix the sapphire.
If your watch is stainless steel, you can pretty much fix scratches yourself if you take the proper time and care.
Yes, if I messed it up he would just take it back to the dealer and pay for spa treatment.
I'll take an "after" pic after he is done freaking out how well it turned out.