I will not state that all use of a buffing wheel on a watch case is bad. However how bad it ends sometimes never stops to amaze me! The "Ohhh Shiiiny" formula for selling watches (and just about anything else) leads to some shining examples of horological vandalism.
This poor little thing have had a rough life, and someone has tried to buff it back to life.... A very failed attempt IMHO:

http://www.ebay.co.uk/itm/Omega-memomatic-svegliarino-/291886432600Purchases made through these links may earn this site a commission from the eBay Partner Network

I AM SURE YOU HAVE SOMETHING WORSE TO SHARE?! Bring it on!!

 

Every time I see a watch that has encountered a buffing wheel, I see this image in my head of the before and after:

 

My TV dial Constellation was buffed more than Ms. Summers long before I got it, I think, because of how scratched it is. At least I paid less of a n00b tax on this than I did on my first one.