Subbie coming back from Dallas

[Atl]

As some of you know, I sent my new two month old Sub Date to Dallas for regulation under warranty. When it came back to my AD, Brown and Co. took it out of it's protective foam from Dallas and dropped in in a plastic baggie. It got scratched. they offered to polish it after I was shocked they would do such a thing, and they not only screwed that up, but the polishing wheel left a nice divot cut in the bezel. As I was about to go mental at this point, they took it back to the back, and after 5 minutes, came back and said that is as good as they could do, sorry. So I sent it back to Dallas for a new bezel and polish myself. My question is this:

1) I ask to have them pay the $295.00 Dallas is charging me to fix the damage. They could say no.
2) I could ask for a store credit for the bill. Don't really want one.
3) I could take them to small claims court, if they blow me off.
4) I could report them to Rolex USA, would that even help??? Is it even a threat, or does RUSA actually care how their customers are treated?

Ideas? Anything I am not thinking of? Watch should arrive Monday at my home, and NOT at Brown and Co.!!