Your alloys are diamond cut; also known as machined or polished. I think the copper colour that’s applied to the diamond cut / machined face is either a tinted lacquer or some form of translucent copper coloured paint.
Although the damage to your wheel is relatively light and restricted to just the rim, in most cases with diamond cut alloys it’s necessary for the wheel to be fully refurbished. A good quality refurbishment back to as new factory condition would probably cost in the region of £120+VAT for an 18” alloy (usually the cost of refurbishment is more for larger wheel sizes). Not all wheel refurb companies undertake diamond cut alloy refurbishment as they may not have the necessary equipment.
Lepsons are reputed to be one of top alloy wheel refurbishers in the UK and get positive mentions on many car forums. They have premises in Gillingham in Kent and in Wolverhampton. Link to their website below;
We create STUNNING looking wheels for your car or motorbike!
lepsons.com
Lepsons website includes lots of good information on the processes they use; a couple of examples at the links below;
How We Produce Stunning Wheels The Lepsons full factory 'back to bare metal' refurbishment involves a six stage process: Stage One: Pre-refurbishment inspection and preparation If tyres are fitted they are inspected for wear or damage prior to being marked up with the customer identification...
lepsons.com
A Full Factory Refurbishment (not just a Mobile Repair) Mobile repairs can be quick and convenient but at the end of the day a mobile (or SMART) repair is just a surface repair without all the benefits that are found within a quality controlled factory environment with all the equipment...
lepsons.com