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Depends how bad the damage is. If it's not too bad you can sand/etc. it smooth and touch up the finish. If it's silver paint with clear on top, Wurth brand wheel paint is *very* good.
If it's a special finish, or bad damage, I'd send it to a pro. There are a number of wheel repair places that'll redo them for less than the cost of buying a new one. Or have a good bodyshop do it- I've had good results going that route (but I knew the guys doing the work, and that always helps

).