Rusty chrome rims? Unless they look like they've spent 30 years at the bottom of the Atlantic and are of reasonable qualtiy, they will clean up better than you think with some elbow grease. Fine wire wool, or as suggested, a scouring pad (nothing too coarse, you don't want to remove all the chrome) and then Brasso, Duraglitz, Autosol or similar to polish to a shine. Perhaps a coat of Hammerite Kurust or Jenolite (available from most motorfactors) to kill any remaining rust before a final polish.
Highly polished chrome rims are a thing of beauty IMO but don't expect to stop any time soon if it's raining. Leather brake pads, or hard rubber can help. They do have one advantage in that they don't collect black gunge over the winter so you can fix a puncture at the roadside without getting your hands filthy. Brake pads will also last a lifetime.