Some will last longer than others.
I use Megs Endurance Tyre gel, applied with the megs foam applicator pad.
The stuff itself is a thick gel, and gives quite a deep glossy shine especially if you give it two coats about 10 mins apart. It a great product which last a long time, even in wet weather!
Also the pad is very useful because it helps you to get an even coverage without getting the product all over your hands or your rims.