Material trouble

I was looking for materials for my game and found this video: http://www.youtube.com/watch?v=dao0mbAbNLE I want metallic parts such a cogwheels in my game to look like in this video. How can i create such metallic material?

I know, my question is dumb, but i'm really lost in it =(

I have idea to realize this with bumped specular shader with normal map, which consists of concentric circles... But my unity/3d knowledge isn't enough for this. Where can i find material/shader basics to learn about and implement my task? Thanks for your attention!