VERAET is a multi-brand holding company focusing on making high-performance products for enthusiasts.

In 2009, VERAET introduced the world’s first luxury watch care brand - WristClean. Since inception, WristClean has become the gold standard in watch care among watch enthusiasts worldwide.

Since then, in addition to the VERAET brand, as well as WristClean, there are several other brands in development: Microsuds, Dirty Little Diamond, Mama Ruff and Papa Ruff.

VERAET

VERAET is a premier manufacturer of leather goods, such as luxury watch rolls.

Our Brands

WRISTCLEAN

WristClean is the world leader in watch care products. Its proprietary watch cleaner is made in-house, bottled and labeled. Sold to enthusiasts in over 70 countries.

MICROSUDS

The most advanced eyeglass & lens optic care products on the planet. Advanced technology provides additional protection to mitigate scratches during lens cleaning.

DIRTY LITTLE DIAMOND

Luxury diamond & ring care coming soon. Available worldwide early November 2024.

MAMA RUFF

New brand of products for dogs coming January 2025.

PAPA RUFF

New brand of products for dogs coming January 2025.