I had mine repaired by an associate of "Chips Away" here in the UK, after a
certain well known tyre fitting company (you can't get better than them,
apparently) scratched both front wheels very badly when the car went in for
two new tyres. It was done on my driveway and I think the guy basically used
some sort of alloy wheel filler to fill the scratches, then sprayed the two
wheels, with a spray matched to the colour of the two rear wheels. The job
was fully paid for by the tyre fitters and both wheels ended up looking as
good as new.

Not sure what country you're in, but I suggest that if you want to do it
yourself, your local car accessory place will have an alloy wheel repair
kit.

Tim