I don't like the "wet" look, I go for more of a mat look, use a tire brush every time I wash the car.
I'm with this guy. I prefer a more matte look. I use Surf City Beyond Black Tire Pro. Super easy application, but durability is maybe 2 weeks with no rain.
If you want something shinier, and more durable, and easy to use, check out Showroom FX White Pearl, or Optimum Opti Bond. Both last a decent amount of time. Optimum will last longer, and it is a gel. I have a half gallon of Optibond, 2 liters of Surf City, and 32 oz of White Pearl.
If you want the ULTIMATE shine, but don't care about durability, get Meguiar's Hyper Dressing. $37 per gallon (can't buy it in anything smaller), but it's water based, so it doesn't last very long. You can also dilute it up to 4:1 depending on how much shine you want. Kyle (KD00LS) uses it straight. You can actually get a reflection in a tire with that stuff.
I just picked up a bottle of Ultima Trim and Tire Guard. Supposed to last a LONG time. It's almost like a sealant for the tires. Not cheap though (about $30 for 12 ounces).
Here's where to buy each:
Showroom FX White Pearl -
http://www.showroomfx.com/Showroom_FX_Tire_Trim_Dressing_p/sfx-15.htm While here, pick up one of their waffle weave drying towels. They are the sh*t.
Optibond -
http://www.detailedimage.com/Optimum-OPT-M36/Opti-Bond-Tire-Gel-P283/32-oz-S1/
Meguiar's Hyper Dressing -
http://www.detailedimage.com/Meguiars-M43/Hyper-Dressing-D170-P381/128-oz-S1/
Ultima Trim and Tire Guard -
http://www.autopia-carcare.com/ult-7012-120.html
I don't know of any vendors right now selling surf city. At least, not my normal vendors. A simple google search should show you where to buy it. In fact, I believe Pep Boys carries it now too.
As far as application, I prefer using this brush to apply. I will spritz the dressing on the tire, then spread with a Swissvax Pneu Brush. Minimal waste this way, as foam applicators tend to soak up dressings:
http://www.detailersdomain.com/swissvax-pneubrush.aspx
You can also buy the Optimum Products from the same place I linked for the brush.