NEW YORK (CNN/Money) - New York's Time Square was free of squeaks Monday, save for the occasional rat.

WD-40 Co. (WDFC: down $0.08 to $28.60, Research, Estimates) President and CEO Gary Ridge, decked out in a full suit of chain mail, rode into Times Square on a horse Monday and then presided over the opening of trade at the Nasdaq market site.

Ridge told CNNfn's Rhonda Schaffler the medieval attire was to protect the WD-40 formula, which he said could be used on everything from squeaky doors to cleaning chicken legs.

Garry Ridge, president and CEO of WD-40, dressed as a knight, talks about his company's 50th birthday and a product which claims to have over 2,000 uses. Play video (Real or Windows Media)

"It was developed for industrial use, and most of our sales in Russia and China continue to be for industrial uses," Ridge said. "In the U.S., WD-40 is primarily used by consumers."

Ridge added that the company has expanded into other markets with its Lava hand soap, 2000 Flushes toilet bowl cleaner and Spot Shot stain remover.

"I tell people we're in the squeak, smell and dirt business," Ridge added.