I had an "accident" with the bracelet on by Sub last year. I tried one of the scratch pens, but it didn't do a great deal. I couldn't bring myself to take a scotch brite pad (as I'm sure others will recommend) to my Rolex, so I splashed out 20 quid on one of these:
http://www.watchtool.co.uk/bergeon-5444 ... -6450.html
Did I great job in getting the brushed finish back to where it should be.