I use Chemical Guys New Look Gel, and have done for about a year and a half now (still on the same bottle btw with 1/3 of it left).

Make sure the tyre wall is thoroughly cleaned with some APC mix or similar to ensure a good bond. Apply sparingly with a small square of sponge, working well into the surface and all the lettering etc. Do all 4 tyres and leave for about 20 minutes or so. Then, with a dry microfibre cloth, buff over them to take the edge off the shine and leave a nice dry, satin sheen. You won't get 'fling off' up the side of the car, and it's highly durable done this way.

Other good tyre dressings are Blackfire and Zaino Z-16.

The CG's New look applied in the way I said above (pic isn't specifically of the tyre, but it's the best one I've got showing it):-