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Contact:  Don Rothrauff, Tel. +1814/515-9545, Email info@veraet.com

 NEW WRISTWATCH CLEANSER IS A HIT AMONG WATCH OWNERS 

Until now, watch owners had little option in terms of cleaning and maintaining their high-end wristwatches.  Watch Spray, a new wristwatch cleanser by VERAET, is becoming increasingly popular among watch collectors as the go-to for keeping their watches clean.  The product’s gentleness and superb cleaning ability are the key attributes that make the product a favorite among those who own watches such as Rolex, Breitling, Panerai, or Chronoswiss. 

Many collectors claim Watch Spray as a safer, cleaner alternative to soap or jewelry cleaners.  They also claim it is more feasible to use by simplying spraying the watch, instead of worrying about an ultrasonic cleaner or by using unsafe chemicals.  John Henne, President and CEO of Henne Jewelers located in Pittsburgh, PA, claims that his clientele's watches (many Rolex, Omega, and Kobold) are cleaned with an ultrasonic cleaner, but only after the bracelet is detached from the case. "If the case were to come into contact with the water inside the chamber of the ultrasonic cleaner while on, the oils within the watch's movement could explode causing damage to the watch's movement and ability to accurately keep time," said John Henne. "For the watch owner, an ultrasonic cleaning machine is not practical for maintenance cleaning." 

VERAET chemists claim that soap contains glycerin that often leaves a film on watches, showing a rather dull finish.  The film eventually builds up over time between links and/or crevices in the watch case/bracelet.  In addition, it often changes the alkalinity of the metals causing a blacker, darker soot to develop overtime.  Many jewelry cleaners contain harsh ingredients such as ammonia that are better suited for cleaning diamonds than for high-end timepieces.  Watch Spray’s formula is water-based and safe on all metals and crystals, leaving sparkling results that do not jeopardize the factory finish.  “This product works very well as a maintenance cleanser and it safely rids the watch of body oils and salts,” claims Don Rothrauff VERAET’s founder. 

In 2009, Watch Spray premiered on the internet through VERAET.COM, a manufacturer of watch care products.  In 2010, the company noticed a 400% increase in sales due to an increasing mention on watch forums and through referrals and a gaining interest from store owners.  The product has been shipped to watch owners in over 20 countries – including Brazil, Uruguay, and Iceland. 

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If you would like more information about this topic and samples of Watch Spray, or to schedule an interview with Don Rothrauff, please e-mail info@veraet.com.

Prestigious watch manufacturers offer different advice on watch care. Some manufacturers such as Rolex and Panerai Luminor advocate the use of mild, warm soap as a suitable means for cleaning their watches. Other companies – A Lange & Sohne and IWC – discourage the use of soap for fear of harming the watch’s waterproof seals.

Rolex openly states “Rolex watches are meant to be worn every day and during a multitude of activities. Care for your Rolex by occasionally washing the metal bracelet and case with warm, soapy water and a soft brush…” On the other hand, IWC states “We advise you to take your water-resistant watch off when showering. Soap and shower gels are designed to reduce the surface tension of water because this makes it easier to remove particles of dirt from the skin. However, soapy water can also penetrate the minute gaps between the parts of the case and the seals. Please note this whenever you clean your watch.”

John Henne, President and CEO of Henne Jewelers located in Pittsburgh, PA, claims that his clientele’s watches (many Rolex, Omega, and Kobold) are cleaned with an ultrasonic cleaner, but only after the bracelet is detached from the case. “If the case were to come into contact with the water inside the chamber of the ultrasonic cleaner while on, the oils within the watch’s movement could explode causing damage to the watch’s movement and ability to accurately keep time,” said John Henne. “For the watch owner, an ultrasonic cleaning machine is not practical for maintenance cleaning.”

In pursuit of a solution to safe and feasible watch cleaning, watch care manufacturer – Veraet – launched a new watch cleaner for the industry. Veraet’s Watch Spray, as a water-based alternative to soap induced formulas, is now an option for watch owners to consider. “Watch Spray is so gentle and safe it can be used to clean all metals and crystals and it leaves no film behind, “ said Don Rothrauff, founder of Veraet. “Household products should be avoided because they contain a form of surfactant that is potentially disruptive to the watch’s factory finish and they pose a threat to the watch’s waterproof seals.”

“I was excited about the product and I look forward to being a part of this new development for the watch industry,” said Gary Pemberthy, Owner of Watch Obsession.com, the UK’s first authorized VERAET dealer.
Founded in 2008, VERAET is the world’s first luxury watch care company focused on providing superior care products to watch owners worldwide. VERAET introduced Watch Spray as a gentle, safe, and environmentally friendly watch cleaner aimed to preserve the original factory finish of the world’s most beloved watches. VERAET also donates 1% of net sales to charities in efforts to fight against “blood diamonds” or illegal diamond and precious mineral trades resulting in human sacrifice.

For more information, please call Don at (866) 814-2058.

*VERAET Products generously received a two-page spread in the International Watch Magazine, December Issue 2009.

*Fine Life Media publishes iW, International Watch Magazine, the world’s only monthly watch publication for both the trade and enthusiasts alike; and Stylus Magazine, one of the world’s best publications reporting exclusively on fine pens. Published since 1989, iW is read by an audience of more than 200,000 each month. Stylus is read by an audience of almost 100,000. Both iW and Stylus are distributed directly to subscribers and thousands of points of sale worldwide, and are also available through fine jewelers and watch retailers around the world.

For Holiday Season 2009, Company Donates 100% of Product Proceeds to Charity

Just as fine colognes or shaving creams are found in the homes of the most discriminating men, a new cleaner is finding itself among the collection. A luxury goods group called VERAET has launched a new cleaner – Watch Spray –that is intended for watches, but it is becoming more acceptable as a universal cleaner for cell phones, jewelry, computers, sunglasses, and other items of importance. It gently cleans any metal or crystal, and it leaves no film of any kind. And, it is eco-friendly and biodegradable.

“Watch Spray does a fantastic job on my Omegas, I also use it to clean my sunglasses and mobile phone. The sprayer nozzle makes it a breeze to use,” according to Gary Pemberthy from www.WatchObession.co.uk, United Kingdom.

In January of 2009, VERAET’s founder Don Rothrauff had begun selling Watch Spray online to men throughout the world – USA, UK, Europe, Singapore, Spain, Canada, and Brazil – and sales have been growing consistently ever since. “I aimed to provide a much needed product to the watch industry – to the owners of Rolex, Breitling, Tag Heuer, and Panerai – to only later satisfy a much greater need. Watch Spray is becoming more of a universal cleaner for personal items and I am delighted by the response.”

To celebrate its successful year, VERAET is pledging 100% of its profits generated from its product sales for the 2009 holiday season to charities (sales in November and December 2009, and January 2010). Ninety-nine percent of profits will be donated to The Smile Train Organization, helping correct cleft palates in children around the world (http://www.smiletrain.org), and one percent will be donated to Global Witness to aid in the fight against the blood diamond trade (http://www.globalwitness.org).

“I have been fortunate with the success of Watch Spray. Especially in a time where a world-wide recession has unfortunately made it difficult for some people to donate to charities, I think it is imperative that charities receive the most support they can get.”

VERAET is headquartered in Hollidaysburg, Pennsylvania. Products are guaranteed 100% within the first 30 days. For products or information pertaining to the company, please visit VERAET.COM or call toll-free (866) 814-2058.

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If you would like more information about this topic, please call Don Rothrauff at 814/932-1225 or email Don at info@veraet.com.

September 20th 2010 - The second generation of Watch Spray is here.  Now watch owners can experience a similiar cleaner for their watches in a more, earth-friendly formula (with less alcohol).  The formula yields the same brilliant finish with a new, fresh fragrance.