Yema, a French brand founded in 1948, embodies a certain watchmaking expertise that combines tradition and modernity. Long renowned for its diving watches, such as the famous Superman, Yema has evolved while remaining true to its DNA. But it faces a dilemma: how can a historic brand still surprise in a market saturated by large groups?
A tribute to the past: Superman GMT and in-house calibers
Launched in 1963, the Superman quickly became an icon among divers, thanks in particular to its patented bezel lock, a unique device that allows the bezel to be adjusted to the unscrewed position before diving.
Today, Yema is building on this heritage with models such as the Superman 500 GMT, which draws on the codes of the past while incorporating a manufacture GMT movement, the YEMA3000. This caliber, designed and assembled in France, allows three time zones to be read thanks to a GMT hand and a rotating bezel.
The use of double-domed sapphire crystal and attention to technical details, such as optimizing water resistance to 500 meters, perfectly illustrate the brand's commitment to offering watches that are both robust and aesthetically pleasing.
The neo-vintage gamble
One of Yema's strengths is its ability to play the neo-vintage card, a trend that is very much in vogue in today's watchmaking industry. With models such as the Superman GMT Bronze, the brand draws on aesthetic elements from the past (such as the use of bronze) while adapting them to contemporary tastes. This approach appeals to both vintage enthusiasts and those seeking understated modernity.
Despite its many strengths, Yema has not escaped criticism. Some enthusiasts regret the quality of certain straps, particularly the stainless steel versions, which are considered less robust than the rest of the watch. The clasp, in particular, could be more reliable, although the leather or rubber options offer a more solid and comfortable alternative.
The balance between heritage and modernity
Yema continues to stand out in the watchmaking world by focusing on authenticity and innovation. By combining the heritage of the Superman with technical advances such as its in-house calibers, the brand has attracted a new generation of enthusiasts. However, it still needs to perfect certain aspects, such as the quality of its straps, in order to fully establish itself against the giants of the industry.
Ultimately, Yema remains a safe bet for those seeking to combine history and modernity in a watch that offers good value for money.