Is this poor quality???

I've now ordered some of this stuff hoping it'll help...

https://www.amazon.co.uk/dp/B00Y7KYEQA/ref=cm_sw_r_cp_apa_i_T64DFbA4ASV2K

Has anyone used it before?

You have been a victim of modern desk surfacing. That plastic is durable and BRUTAL on metals. You think your gold is bad, it also rips the hell out of stainless steel, so badly that I buy big Rubbermaid "desk protectors" to protect my watches from the desk!

Or, get your bracelet professionally refinished. If you got your watch from a boutique or authorized dealer, walk in with a sad face and ask if they can help you and you might get a courtesy touch-up for free.

Thanks for the info / advice, think I'll leave it in that case and go to a professional; as I don't want ruin the bracelet!

Any thoughts on the price of this crocodile strap - worth the money???

https://www.ebay.co.uk/itm/254678086520

Best to Save a pic, and paste it with some details, for in a couple of weeks/months, that link is going to become frustrating for anyone wondering what you are talking about. Deployant will be fake, at that price, so leave the rest of your decision up to you.
I'd suggest buying an OEM deployant, which your watch deserves and you will love, and strap to suit. The latter not necessarily OEM.

There are some high tech plastic guards specifically for bracelets.... whilst I do not use them, I have seen good results by those that tend to want to keep their watches with the intention of reselling them. Mostly Rolex owners from my experience.

If OEM Deployant is a little pricey, (they are) I bought a Deployant from Mac at https://waccex.de/en/watch-accessories/deployment-clasps/ and I am very impressed with it. I have an Omega, a Sinn, and a Waccex, Foldover / butterfly Deployants, and I prefer to wear the latter from Waccex. Main reason, it accepts a thicker strap, but it is also way comfortable. I am really impressed. They come in different metals and types.

Thank you all for the fantastic feedback and advice - I spent some time polishing and buffing the scratches out (uni-directionally) today and, for my first attempt, I am fairly pleased with the result. I will be posting after this asking for advice on where to buy a corcodile leather strap with clasp as I don't want to get any more scratches; yet I absolutely adore the watch and want to wear it often. Below are the before and after pics from earlier today (I struggled to get a decent light angle, apologies!)

Looks great!! You're braver than I am!!

Applause for not being squeamish about a DIY solution. You own the watch, it doesn't own you
FWIW, I think a good old pin buckle is better than a deployant on a strap, if you go the strap route