I feel if I am buying into a premium brand who touts to have heritage, quality, etc... then they must behave like one.
IF the norm is to get your stuff back bashed and marked all to heck as they service is then I would have to say they brand should not be touted as premium. Heck even Tag Heuer returns your watches back to you in better shape.
IMO, management needs to drill this philosophy into the minds of staff. Take pride in what you do and the rest will work itself out.
My 2 cents