Waxes won't do much to the swirl marks as the just slightly fill the scratches; you need to remove a very thin layer of the clear coat to make it smooth again. This is done my using a polish (needs to be pure polish), and preferably a Random orbital polisher. You can do it by hand, but it takes ages. After you have polished the paintwork smooth, you need to add wax to protect the paint as the polish removes it all.
I'm not sure if valeting companies would be able to remove them, I don't know if they are that specialised, but if you can find a detailing company, I'm certain they will be able to.