The only way to keep your clubs looking brand new is not to use them.  If you see a guy with a 6 month old club that looks brand new, play him for money. --jerry

The PVD finish will wear over time and Mike, the Team manager addressed this in an earlier post:

"Titleist 910 metals feature a dark PVD coating on the face and sole which naturally wears over time.  PVD stands for Physical Vapor Deposition.  The finish is a coating (not paint) applied via vacuum deposition.  Please note that the face of 910 metals feature a PVD finish over a scratch polish and the front of the sole features a PVD finish over a high buff polish, while the crown and parts of the rear area of the sole feature black paint.

How the PVD finish wears is influenced by the frequency and condition of use.  Normal use over time will eventually wear away the finish.  Hitting balls in sandy conditions or hitting range balls covered in debris will accelerate wear.  The wearing of the coating is normal and does not influence the product performance in any way.

To keep your 910 driver, fairway and hybrid in its best condition, please clean the face and sole with a non-abrasive, mild detergent and water.  Avoid thinners, acids, solvents, and other chemicals."

As far as chips go, our Warranty department would be happy to inspect it for you.  Please take your fairway to your local Titleist pro shop and have them call the Warranty department to set that up.