If your watch is an automatic, you should avoid any mechanical cleaning procedures and instead use an old (or newly-purchased, soft-bristled) toothbrush. Make sure the watch is sealed then run the sealed watch under low-pressure lukewarm water for a minute or two. Soak the soft-bristled toothbrush in the water, rub some unscented, clear liquid soap (softsoap is my suggestion) over the entire surface of the watch and the band. Use the toothbrush to softly scrub every part of that sucker from inside the band (inside the clasp) to the tangs, to the underside of the watch...everywhere. Once it's got soapy goodness all over it, rinse it off in the same lukewarm water and use a handtowel to remove excess moisture. If it's a chrono, be extremely careful to not depress the pusher(s) as doing so will allow water to get inside. If the band is leather, remove it prior to performing this operation.
This method works for me with my Breitling and a few other automatic chronosand I've never had a problem with scratches or water. Good luck!
Not to nay-say Jesse's answer but I took my decently nice watch to a very nice jeweler and offered to pay them to clean it and they declined doing it. It could be that it wasn't worth their time to do it or send it out, but she suggested getting a soft bristle toothbrush, and some metal cleaner (or whatever you want to use, soap & water work too) and scrubbing it softly with that. Hope this helps!
The best way to clean a watch (providing it's waterproof) is to put it in an ultrasonic cleaner. It basically uses high frequency sound to rapidly vibrate the water particles so vigerously that it litterally knocks off dirt. It works great for some other forms of jewelery aswell. SCUBA shops will ahve one, they use it to clean minute dirt traces in regulators.
Rubber wristbands can get particularly funky. I use rubbing alcohol and qtips to get at the grime and eliminate any odor lingering on the band or back of the watch case.
If your watch is an automatic, you should avoid any mechanical cleaning procedures and instead use an old (or newly-purchased, soft-bristled) toothbrush. Make sure the watch is sealed then run the sealed watch under low-pressure lukewarm water for a minute or two. Soak the soft-bristled toothbrush in the water, rub some unscented, clear liquid soap (softsoap is my suggestion) over the entire surface of the watch and the band. Use the toothbrush to softly scrub every part of that sucker from inside the band (inside the clasp) to the tangs, to the underside of the watch...everywhere. Once it's got soapy goodness all over it, rinse it off in the same lukewarm water and use a handtowel to remove excess moisture. If it's a chrono, be extremely careful to not depress the pusher(s) as doing so will allow water to get inside. If the band is leather, remove it prior to performing this operation.
This method works for me with my Breitling and a few other automatic chronosand I've never had a problem with scratches or water. Good luck!
I clean my automatic watches in warm water and soap with a toothbrush. Fancy ultrasonic jewelry cleaners can damage the movement. Make sure the watch is waterproof and make sure the crown is securely tightened.
I'd avoid ultrasonic cleaners. They could potentially damage the watch movement. Go to a reputable watch store or just try to mild soap and water with a soft toothbrush.
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If you are afraid of damaging the finish, face, etc. I would take it to a jeweler and have it cleaned professionally. It will cost you but your watch will look brand new once completed.