Pimping my Passat with new wheels

From everything I’ve read, I think I’ll just stick with my chewed-up wheels and leave well enough alone. So… how do I take out some of the chew marks? Sand and touch up?

I’ve used http://www.awrswheelrepair.com before, with results that amazed me. In my case, the guy regularly subcontracts for my dealer, so I was able to have the work done as part of a regular service visit.