I've followed a lot of watch RUclipsrs. They're also like fried chicken sandwiches: always going for the safe choices and some specifically shovelling out bog-tier """content""" just to get views. This is the only watch channel where I can click on a video related to a brand I don't care about and get an interesting lesson on the business case of fast food or how private equity works. Safe choices tend to kinda suck tbh and you can't even differentiate outside the personality of the hosts, or minor variations of the chicken. Here the personality of the host keeps the actual material fresh, and it means you don't always get a chicken sandwich but you do get an amazing meal.
If people are in the mood for a fried chicken sandwich, they don't want haute cuisine, they don't want molecular gastronomy or overly fancy plating. They want comfort food. Something familiar, nourishing and satisfying. Although I gotta admit, that micro rotor movement is one fancy pickle.
Oris to me is that brand. With their 120h inhouse calibre, the upcycled dials, the bronze candy models, their integrated bracelet diver, kermit and the laser propilot, which also come with interesting bracelet and clasp, fully in titanium all by an independent Swiss house
totally agree here except when it comes to the bracelet. oris are fantastic and when you look at their watches, they do not follow the standard “Let’s make it look like Rolex” the big Crown pointer date stands out with its unique dial, the aquis is fantastic with that 400 movement.
Oris prices have gone crazy though. For me, Formex has taken their place in that $1200-$2K sweet spot. Interesting watches with functional innovations. Their ratcheting clasp on leather and rubber is amazing.
Love the CMM.20 movement. It really helps makes the watch case much thinner and far more versatile. Too many modern dive watches are akin to wearing a hockey puck on your wrist. Bravo Yema for offering an in-house micro-rotor at an affordable cost. Now just tweak the details (dial, clasp, bezel lock) a bit and you will have customers knocking down your door!
That's the thing - you are likely in the minority, but personally I appreciate that they took the time to do their own thing and not just slap in the safe sellita 😃
Such an in-depth Fried Chicken Sandwich analysis! 👏 We need more brands like Yema and CWard, that brings their own twists to the game as opposed to the same old/safe designs.
I've owned three Yema's, a Flygraf, a Speedgraf and now a Superman Heritage. It's got a delightful 1970s bracelet that is jangly, but also different than the rest. The case is different. I like Yema's because of that character. A certain Frenchness, like a Laguiole knife, or a Renault 5 electric car. :) That said, this micro rotor version is a beauty. I prefer my bracelet on the heritage, but the naked dial with the guard, bezel and micro rotor movement are super cool. It's got character. But you forget to talk about one aspect that makes these superman dive watches very Yema. Their boxed crystals. They are the sauce that gives the whole sandwich more, much more flavour. Love their sapphires. One other brand that does things like this is Serica. Serice is another French brand, and I also own their 5303 white dive watch with the very quirky milainaise, replete with P01-alike end links on it. These people also do the different thing, and I applaud them for it.
Seiko puts everything into chicken crunch and sells more watches. I love this Yema, but they invested into something that I don't care which makes the watch too expensive. Great video and analogy.
Another key factor to keep in mind is that most of these "Chicken Sandwiches" all come from the same "oven". Hundreds of these microbrands are merely designers and they have companies like Roventa or Xantia make the actual watches. Most of these micro brands are watch designers, not watch makers.
There is definitely a directional truth to that - Check out some of my other videos (ie the Christopher Ward video). I talk about how sourcing skill in some ways is more important than actual watchmaking skill 😀
I have been intrigued by this watch, specifically because of the bracelet. I did not find many reviews so appreciated seeing yours. I really enjoyed the take and observation, thanks for the really good work.
Love this analogy. It’s actually pretty amazing how far you can stretch it whilst still making sense. Also, that’s a very elegant diver. I love the Summery colour.
You sir give a perspective on watches that is unlike most others in that you analyze things in an orderly and rational way. You touch on the parts of a watch that affect price and why. Your voice is well paced and soothing and easy to follow! Great job.
Yes - First time I got to borrow a watch. Returned after two weeks. Have one other brand that has been so kind to send me a watch (which will also be returned). Hoping it will turn into a good video 😀
Big video with good and funny content. The fried chicken comparison killed me every time 😂. Always when I see your videos get uploaded I watch immediately, my most favorite watch RUclipsr.
Absolutely on the ball with the bracelet and dial. Make that dial a banger, like a porcelain or lacquer and, even with the simple lume plots, people will be lining up to buy this even ignoring the sub par clasp. The bracelet is absolutely gorgeous and that movement is sooo cool. Like some have also mentioned before, Oris is the independent brand that always seems to have their own quirky design choices and risky in-house movement manufacturing that sets them apart but you always wonder if it actually brings them any advantages sales wise. Were I more affluent and those 2 would definitely get plenty of my love ($). Great video again.
I don't know what else you might be doing for a living, but you would be a valuable asset in any marketing department. This video should be discussed in marketing classes. Kudos!
My biggest problem is that I would prefer just to have opinions and not actually do the hard work... If only that could be turned into a full time job 😂😂😂
I have big wrists… It took a lot of watch buying to figure out I’m in love with the lugs of a watch. Skin divers are my favourite. Particularly the new purchase of the longine skin driver. The deal made it worth every penny. My favourite fried chicken sandwich.
I actually bought a Yema prior to watching your review. I agree completely. The bracelet and bezel lock (as impractical as it may be) were actual selling points for me. It is definitely a fine, solid watch with those uniquely French accents.
Love the analogy! Can't wait for the 'steak baguette ' segment...Next disruptor in the market? Customisation! Satory-Billard, Pinchbeck, Garrick etc will all offer you a custom watch for the price of a mid range Omega. Hmmm...
Great content and you should request more watches for hands-on reviews. I appreciate your business perspective and would like to see that some analysis of actual watches in your hands.
Thanks - I will be reaching out to some more brands. My goal isn't to turn into a pure watch review channel but I do like the variety in going down the rabbit hole of one single watch 😃😃
This video is approved by the American Poultry Association and the National Chicken Council 😎! Great vid as always Mike. I applaud Yema for taking some bold design choices but I believe the dial is a bit too plain for the price. I’m a sucker for a beautiful dial!
I love the Yema. I completely agree with you about the bracelet. The dial when compared to my new Squale 1545 is not as interesting,with the Squale at USD 880. I agree with you that the bracelet is the star of the show and that the dial therefore needs to be more restrained. Thank you for your content, it’s always thought provoking. I always look forward to your postings. Thanks again, cheers.
@@A_Dude_And_His_Watch78 thanks, but I’ll remind you that Squale made the cases for Blancpain and other Swiss companies in the 1950s and 60s. Enjoy your day.
Excellent of you to have picked up that a number of (very) high end brands are sourcing their clasps from Brogioli. Which, to be fair, makes some of the best clasps I have come across.
Nice and interesting review. There's a point you didn't mention: in France there are people interested in YEMA's industrial approach with more and more parts manufactured in France. This "made in France" also has a value and is a differentiator.
Your videos are so good they can be watched a couple of times. You made a great point in the last video take the bracelet off a lot of watches and put them on a strap.I think that does work with Christopher Ward. It works absolutely wonderful with the Tudor Ranger. You’ve found a real quality watch here where you don’t need to do that. I don’t particularly like the bracelet but I have to respect it.
I really like the fried chicken sandwich concept, although my priorities might be slightly different: For me the bun is the movement as I consider it to be the second most important thing after the chicken (the case). If ETA/Selitta are really solid, classic brioches, Miyota being the harmless saseme burger bun, then Seiko goes from the equivalent of a moldy toast (6R) to a organic whole wheat bun that is stale (6L/8L). This Yema MMC on the other hand is almost like a garlic butter naan. It is absolutely brilliant, just not what I expect to be paired with fried chicken.
part of the reason I got the Sinn u50 was for this reason. I didn't want to buy a nice diver that looked like every $100 diver on the market. I wanted the function of a dive watch but with an identity it's own. i think this is one of the reasons I gravitate away from Swiss brands as it seems like most brands imitate certain swiss design. I also think it's amazing more brands don't imitate German designs. One interesting note is I feel like we don't see this diversity at the very high end which is the opposite of food. You go to a high end restaurant and it's largely about unique textures and it's all about providing dishes that aren't standard.
I'm just glad to see someone reviewing Yema, I love their Marine Nationale, also the Superman. It's not sitting i hide though. I love a good standard chicken sandwich
Great review, left me hungry for more, or maybe just hungry. I wasn't particularly aware of Yema as a brand, and that is where I struggle with watches at this price point. It may be lovely and well built, but could easily be Ali express for all I know. If I want a cheap beater watch, Seiko or Citizen. If I want a posh watch, Rolex, Omega, Cartier or even Longines. I'm slightly over simplifying, but big brands with big brand awareness, or high availability( like citizen) are likely to win out. This falls into the...its not cheap, but then it's expensive for an unknown.…Without googling, I can tell you nothing about Yema. And I know the calibre inside my watch.
They are a relatively small brand, so there is a lot of trust that has to be put in your first purchase. IT's not like Rolex - You know what you're getting 😃
Some time ago, I -needed- wanted a "GADAW" and the minimalism with premium features of an Explorer clomage appealed to me. And it has been the perfect wearing size with a great bracelet. Still, it was something mechanical to wear before I would get my Seiko Baby Alpinist. And I did get it, when it was discontinued and availability was dropping. First reason was the discontinuation. The second reason was it was the exact opposite of a Texplorer: Original, thick, display case back, on a strap, date, hands more prominent than indexes, colourful gradient granular gradient dial, wonky accuracy that got better, domed crystal. The Texplorer started to get on my nerve how there was nothing beyond the dial. Just the lacquer reflecting my gaze. And yet, I might have been perfectly happy with a Traska Commuter from the start: Same specs as the Texplorer, but a domed glass, hardened surface, nicer bracelet, *colourful brushed dial* and not a 100% copy. For the price of an Alpinist. Food analogy: Upgrading from a canned pork on toast to a schnitzel with boiled potatoes seemed like a logical choice, but I went for a fish with jasmine rice. Not the typical choice and not a 100% improvement - because I know myself. Of all the watches I bought, the safe sober choices eventually became the boring ones. Flair remained flair. Besides, there's a high chance I'll find the "perfect brushed dial" some day, unlike the chance of finding a better Alpinist-like watch. So, a conclusion to this rambling: There are still microbrands and big brands that come up with non-conforming stuff, or better yet have traditionally non-conforming designs in their back catslogue. And to some people, they're actually the best watches available. Seiko (Alpinist, Turtle, Willard), Studio Underdog, RZE (modern style in titanium), Citizen (pure tool divers that will eventually become "00's retro", Panerai (I do hope they get their shit together, persevere, and preserve their niche), Lorier (who's better at 50's/60's retro?).
yes. you are correct. Yema has been taking that sort of risks/chances, hoping that some big things will surface, but until today, it hasn't. that is the main issue for them.
I love your reviews and channel! I couldn't decide if you were happy or sad with what Yema have done here Tbh I am contrarian by nature so I love it and would pay extra just to support the guts to be different- I agree not everyone will buy it, but it's sheer existence in the space gives us a point of discussion whether Yema are "wrong" or everyone else could up their game Love the videos, keep em coming!!!
I really like business philosophy of Yema. Coplaniea like that are what mmoves industries forward. This Superman model might have some flows for a 2.5K $, but a new movement and a new style of metal bracelet on the same watch is insane. As long as this donest bancrupt them, they now have a great raw base for a collection that they can refine, work at and improve little by little. They could make a new reference with premium looking dial, aplied markers and hands and stuff, and at some point it could become among the most interestong buys in the price range
While searching for a vintage bracelet for a 1969 Accutron, I saw one similar in design to this "scale" bracelet. They called it a "coffin link" design, and it was usually sold with the Accutron Astronaut model, which is quite pricey.
It’s a nice watch and definitely nicer than a fried chicken sandwich (but I get what you mean). Appreciate the effort they put into making the movement slim. I like how they’ve made the dial attractive without being gaudy.
Yema also has a Skin Diver Slim CMM.20 coming out in a couple of months with that bracelet and movement and man oh man is it gorgeous! I'm not a $2,250 USD watch guy but hopefully they put that dial or a similar one in a more affordable package in the near future. What a looker!
I actually have the new skin diver from them on loan right now... It's a cooler watch than the one in the video. Better dial. No crown guard. It's great 😀
Your analysis and perspective are once again eye opening and thought provoking. I've owned a Yema Superman GMT a while back. Very cool watch. Feel about the same with this watch you have here. Perhaps coincidental, but, I feel brands like Serica, Triton, ZRC have their unusual fried chicken sandwiches and they all happen to be French brands, like Yema. Are they making their own waves and not riding on the same ones? I think so. Next time, we want to see you eat that fried chicken sandwich while schooling us in another watch presentation. Seriously... I need a sandwich from Starbird or a McChicken from McD's this weekend. Seed planted in my brain, thanks.
@@TheSlowoldman Funny, they look alike each other the most out of their category. Interesting options, either way. Those particular designs aren't for me but I will appreciate your taste and knowledge.
Great video, and I love the analogy. Pickles can make or break a chicken sandwich in my opinion, but then again I am a movement fan. You know how I can prove that, I am contemplating buying a Roger Dubuis Easy Diver Chrono, it is comically oversized by today's standards but I LOVE the movement, a Geneva hallmarked Lemania (basis for the Omega 321) the movement that went to the moon. So I guess I'll put up with a huge bun to appreciate the pickles, to be fair the chicken (dial) isn't bad either on the RD. With regard to the Yema, I do find it to be a reasonably attractive watch and I like the uniqueness of the bracelet, the bezel lock could be a bit better if it wasn't so floppy with the crown unscrewed. Overall at that price point it would be hard to bet against Longines for me.
Thanks for your vid, Mike! I think the watch is not bad but the bezel lock would get on my nerves for sure. I think Squale could be a brand that is similar in having also some rather unconventional design choices.
Great video. This is why I buy vintage watches mostly from defunct brands - so much stylistic variety for so little expenditure. Also some really technically interesting, in-house movements - micro-rotors, bumper automatics etc. Oh and really comfy bracelets like my jangly, stretched, very tapered 70s Omega Genève. Mercifully I don't like divers as vintage ones are generally silly prices. I also reckon variety is one of Seiko's strengths and why people like them though they're not my cup of tea. Lots of toolish divers with distinctive designs - monster, turtle, samurai, sumo, tuna, arnie, skx, willard etc To extend the fried chicken analogy, the best in the world imo is from Frenchy's, served from a counter inside an HEB grocery store/supermarket in one of Houston's dodgier neighbourhoods. Eaten sitting on the curb in said HEB's car park/parking lot. You can pay five times as much and get something in a upscale location, with posher packaging, a more middle class clientele and all manner of additional overheads. But it won't taste as good.
Upscaling through Seiko, Hamilton etc got a BB58 a while back. It set a benchmark where everything now feels much the same or offers a severely diminished returns for the price demanded. The Maen Manhattan is the only watch that has got my attention in months. Delicious chicken in a nice bun, decent pickle and not overly expensive. There is a real pleasure to be had in discovering good food at a bargain price. You expect a delicious chicken sandwich at a Michelin starred restaurant but may wonder about the markup on the bill and whether you could have got the sandwich cheaper somewhere else. The experience would have been great though🙂
I like yema a lot. They seem to offer something unique in a lot of their designs. My watch collection is small, 10 watches, ant yet somehow, three of them are yemas. One needs to pay attention to their "end of line" sales which pop up every now and than, i managed to grab a flygraf 2, a great looking field/pilot watch with in house movment and 300m water resistance (quite unique for this kind of watches) for 475 USD, fantastic value.
I am thrilled by the analysis but segmentation and differentiation are key to marketing. There are consumers who are serious about pickles and buns. Don’t know how many.
Yema is an interesting brand: French, doing as much as possible in-house, sourcing the rest from a limited geographic perimeter, looking for variations around their vintage/traditional/brand specific patterns which may, or may not appeal to you, but are distinctive. And besides their micro-rotor, they launched a complete range of in-house movements (3 movements in total, including a tourbillon with a unique tidal indicator complication) designed by one of the most promising young watchmakers in France and Switzerland: Olivier Mory. Definitely a bold move and a rarity, even I am not exactly fond of their design language in general.
Love the micro rotor, love the proportions. Love the dial and case. If it weren't for the bezel lock and the amount the crown protrudes, this would be the perfect skindiver. If Yema can do something about those, I'd buy it. With the leather strap.
Fried chicken analogy is brilliant. I have a Yema Urban Traveller and enjoy the watch. I am not a fan of the Yema diver (though I do like skin divers - I own SPB 143 and 239) because of the dial. At the $2500 price point there is too much competition for my $$ once you consider preowned. I think the brand’s new pilot watches look great. Keep up the great work.
Great analysis! Would appreciate your thoughts on the Wise AD8 diver although this video already provides all criteria necessary to evaluate it by oneself.
I’ve got an earlier version of the Superman albeit a quartz & it’s a very nice watch. Also bought the Navygraf automatic, then in stainless steel, & yes I like it! For something a little difference & French at that!🤣
The problem is, most divers don't have what I'm looking for. I love the bezel for daily timing. But so many that I like don't come with a date or a displayback. I'd like to see more interesting movement options too.
Great analogy. Love the bracelet; you’re too kind about the dial - that’s a very bland blue. Crown guards going all the way the edge of the crown doesn’t good good (or functional).
The first time I saw the Superman online, I was thinking nice to see someone bring back the unique coffin link bracelet design from the old school Seiko Bellmatic.
The design esthetic definitely works here. The choice to spend the money on the in house movement will serve them well in the future as they expand. Going with an of the shelf movement and bracelet would send this brand straight to Amazon and Esty (not good). The bracelet has a beautiful design but let down by the clasp. They can keep the simple dial however it could use a more clever layout. Otherwise, I think this is a nice watch.
From my perspective, it’s a little bit of stretch to say that the movement is the pickle. I would say the movement IS the chicken and the breading on the fried chicken is the case. Both need to be great for a satisfying experience. Just my 2 cents.
Outstanding video as always sir. I like Yema I do own several Superman but they are typically French (so am I): able to do the bets one day, and the worse the next one. Their range is a bit of a mess. Still I love most of their Superman (the 500m in particular, I’m not into skin divers for me a tool watch doesn’t have to be slim). Among others I think that apart from CW who really tries stuff, I don’t see many micro or indépendants taking risks - in the high end Moser and Chopard do.
As someone with an Instagram account about watches and sandwiches, I love the fried chicken sandwich analogy. Being also in the food space, I saw the beginnings of the fried chicken sandwich trend in the San Francisco Bay Area two decades ago and I now see the quick adjust clasp of a midrange diver as the sriracha aioli or ambiguously Asian coleslaw-it was a unique value-add until it became ubiquitous.
To further your analogy, I respectfully submit that the action (bezel, crown, and otherwise) is the sauce. The chicken might be great, the bread might be fresh, etc., but what's bringing it all together? User interface, the point at which we interact with a watch. And I'd go further by suggesting that an "action" goes beyond touch and feel, to include the sound of a bezel, whether or not there's a grit to the crown, the sight of a sunburst dial, etc. I would, however, question the decisions of a watchmaker who introduces an olfactory element to their work..
Nice review and good perspective on watches. I wonder about the origin of this in house micro rotor movement, might have a bit of influence from a well known Chinese movement, the HZ5000?
Hi Thx for the video. I recently get interested in watches si my knowledge is beginner level. I have watch a video with Olivier Maury which is the creator of Yema's microrotor. He is very enthousastic about the new investments of the owner of Yema and he is thrilled with the new project. Definitly a step forward in manufacturing in housse caliber but to me they still stay really classic in their design (too classic maybe ?)
The 'Superman' is not my cup of tea. But I do love my Jema Flygraf Pilot M2: Really unique design with little Genta-vibes. 300m WR and for me a nice dresser and everyday- go anyway...
there has to be off the shelf scale bracelets offered by overseas manufacturers…. i’m wearing a Phoibos that has it w/ an on the fly microadjust clasp. maybe the other brands just don’t want to pay the cost? it’s not as flexible as an oyster bracelet.
I paid less than 1k for the Mido Ocean Star 200, I know is an ETA movement with Nivacron instead of silicio. I think is a good value and I like it. I don't think I would pay 2 k for the Yema.
I've followed a lot of watch RUclipsrs. They're also like fried chicken sandwiches: always going for the safe choices and some specifically shovelling out bog-tier """content""" just to get views. This is the only watch channel where I can click on a video related to a brand I don't care about and get an interesting lesson on the business case of fast food or how private equity works.
Safe choices tend to kinda suck tbh and you can't even differentiate outside the personality of the hosts, or minor variations of the chicken. Here the personality of the host keeps the actual material fresh, and it means you don't always get a chicken sandwich but you do get an amazing meal.
Agree on all. Took all of videos to get a sub from me. Very refreshing channel.
Glad you like my approach. I try and am just happy it resonates with people 😃
In an oversaturated watch RUclips channel market, Mike has managed to outclass the competition. Great review
Thank you kind sir 😃
It's nice to see someone designing a new bracelet. Makes a big difference in this oversaturated world of mid-priced dive watches.
Bracelet looks like a derivative of Dietrich's prior SD-1 (although not sure if this is new for Yema, or continued from prior version)
@@dsong401They had the scale bracelet in the 1960's
If people are in the mood for a fried chicken sandwich, they don't want haute cuisine, they don't want molecular gastronomy or overly fancy plating. They want comfort food. Something familiar, nourishing and satisfying. Although I gotta admit, that micro rotor movement is one fancy pickle.
Exactly. Fancy french pickle 😂
Oris to me is that brand. With their 120h inhouse calibre, the upcycled dials, the bronze candy models, their integrated bracelet diver, kermit and the laser propilot, which also come with interesting bracelet and clasp, fully in titanium all by an independent Swiss house
not that everything suits my taste, but they are not sleeping, and not converging
For me personally, Oris don't miss!
totally agree here except when it comes to the bracelet. oris are fantastic and when you look at their watches, they do not follow the standard “Let’s make it look like Rolex” the big Crown pointer date stands out with its unique dial, the aquis is fantastic with that 400 movement.
Oris prices have gone crazy though. For me, Formex has taken their place in that $1200-$2K sweet spot. Interesting watches with functional innovations. Their ratcheting clasp on leather and rubber is amazing.
@@Robert-vw3odspot on with the price increases
I’m hungry, I really want a fried chicken sandwich.
💯
That was apparently where my mind was when I did the video 😂
I was just thinking the same thing
Same!
That bracelet is beautiful, so iconic
I do think it's quite stunning 😃
@@Mike.thiswatchthatwatchIt would be nice to support something a bit left field .
Customer reviews say " non "
Quickly become one of my fave channels. Your commentary is so lucid. Outstanding.
Glad you enjoy it 😊
Love the CMM.20 movement. It really helps makes the watch case much thinner and far more versatile.
Too many modern dive watches are akin to wearing a hockey puck on your wrist. Bravo Yema for offering an in-house micro-rotor at an affordable cost. Now just tweak the details (dial, clasp, bezel lock) a bit and you will have customers knocking down your door!
That's the thing - you are likely in the minority, but personally I appreciate that they took the time to do their own thing and not just slap in the safe sellita 😃
Such an in-depth Fried Chicken Sandwich analysis! 👏 We need more brands like Yema and CWard, that brings their own twists to the game as opposed to the same old/safe designs.
Crunch crunch. 😂
I've owned three Yema's, a Flygraf, a Speedgraf and now a Superman Heritage. It's got a delightful 1970s bracelet that is jangly, but also different than the rest. The case is different. I like Yema's because of that character. A certain Frenchness, like a Laguiole knife, or a Renault 5 electric car. :)
That said, this micro rotor version is a beauty. I prefer my bracelet on the heritage, but the naked dial with the guard, bezel and micro rotor movement are super cool. It's got character. But you forget to talk about one aspect that makes these superman dive watches very Yema. Their boxed crystals. They are the sauce that gives the whole sandwich more, much more flavour. Love their sapphires.
One other brand that does things like this is Serica. Serice is another French brand, and I also own their 5303 white dive watch with the very quirky milainaise, replete with P01-alike end links on it. These people also do the different thing, and I applaud them for it.
Leave it to the french to do their own thing as always 😃
Your integrity is beyond reproach. Good on you for requesting an interesting watch to review. Team and your audience can only benefit.
Thanks for the kind words 😃
Seiko puts everything into chicken crunch and sells more watches. I love this Yema, but they invested into something that I don't care which makes the watch too expensive.
Great video and analogy.
Glad you enjoyed it 😃
Another key factor to keep in mind is that most of these "Chicken Sandwiches" all come from the same "oven". Hundreds of these microbrands are merely designers and they have companies like Roventa or Xantia make the actual watches. Most of these micro brands are watch designers, not watch makers.
There is definitely a directional truth to that - Check out some of my other videos (ie the Christopher Ward video). I talk about how sourcing skill in some ways is more important than actual watchmaking skill 😀
I have been intrigued by this watch, specifically because of the bracelet. I did not find many reviews so appreciated seeing yours. I really enjoyed the take and observation, thanks for the really good work.
Thanks for watching 😊
Love this analogy. It’s actually pretty amazing how far you can stretch it whilst still making sense. Also, that’s a very elegant diver. I love the Summery colour.
I've had many bracelets of this design and it conforms beautifully. It shows a precise attention to detail.
Great progress. Hopefully more and more watch makers send you their watches for an honest review. Good content, brother. Keep em coming.
I appreciate that! 😃
You sir give a perspective on watches that is unlike most others in that you analyze things in an orderly and rational way. You touch on the parts of a watch that affect price and why. Your voice is well paced and soothing and easy to follow! Great job.
Thanks for the feedback 🙂🙂
I like different. Also that coffin link bracelet is very well done. Congratulations to Yema.
I think this is the first time you’ve received a watch for review. Congrats! Keep going
I believe that he returned the watch.
@@threethrushes Yes he did since it was for review but it's still a milestone
Yes - First time I got to borrow a watch. Returned after two weeks.
Have one other brand that has been so kind to send me a watch (which will also be returned). Hoping it will turn into a good video 😀
Big video with good and funny content. The fried chicken comparison killed me every time 😂. Always when I see your videos get uploaded I watch immediately, my most favorite watch RUclipsr.
Thanks a ton - and glad they also put a smile on your face 😃😃
This is what differentiates your channel from all the other hacks, shills, and grifters in the watch world - you returned the watch.
My independence is important to me as it so closely links to credibility. So yes - Back it went. No if's ands or buts 😃
Absolutely on the ball with the bracelet and dial. Make that dial a banger, like a porcelain or lacquer and, even with the simple lume plots, people will be lining up to buy this even ignoring the sub par clasp. The bracelet is absolutely gorgeous and that movement is sooo cool.
Like some have also mentioned before, Oris is the independent brand that always seems to have their own quirky design choices and risky in-house movement manufacturing that sets them apart but you always wonder if it actually brings them any advantages sales wise.
Were I more affluent and those 2 would definitely get plenty of my love ($).
Great video again.
Thanks a ton. Oris - Agree. They have nailed it with their approach and also their calibers . 😃😃
I don't know what else you might be doing for a living, but you would be a valuable asset in any marketing department. This video should be discussed in marketing classes. Kudos!
My biggest problem is that I would prefer just to have opinions and not actually do the hard work... If only that could be turned into a full time job 😂😂😂
Love this video , you are truly unique and quickly becoming my favorite watch RUclipsr.
Terrific analogy.
Thanks 😀
My wife was in the background laughing at the chicken sandwich analogies. I'm going to Popeyes...
Tell her to subscribe (and buy her a sandwich) 😂
I have big wrists… It took a lot of watch buying to figure out I’m in love with the lugs of a watch. Skin divers are my favourite. Particularly the new purchase of the longine skin driver. The deal made it worth every penny. My favourite fried chicken sandwich.
I ve got the superman dato green since 6 months and I am really statisfied with it.
Good choice 😃
I actually bought a Yema prior to watching your review. I agree completely. The bracelet and bezel lock (as impractical as it may be) were actual selling points for me. It is definitely a fine, solid watch with those uniquely French accents.
Love the analogy! Can't wait for the 'steak baguette ' segment...Next disruptor in the market? Customisation! Satory-Billard, Pinchbeck, Garrick etc will all offer you a custom watch for the price of a mid range Omega. Hmmm...
lol ... thanks 😂
Great content and you should request more watches for hands-on reviews. I appreciate your business perspective and would like to see that some analysis of actual watches in your hands.
Thanks - I will be reaching out to some more brands. My goal isn't to turn into a pure watch review channel but I do like the variety in going down the rabbit hole of one single watch 😃😃
Can we do some watches that are not well known such as the atelier wen and kurono Tokyo watches pls?@@Mike.thiswatchthatwatch
I always learn so much more from this channel than any other. Looks like the best I can afford is a hot dog. But that Yema bracelet looks delicious.
I wouldn’t have even noticed this watch if not for that scale bracelet. I’m not a dive watch guy but I might have to get one simply because of it.
This video is approved by the American Poultry Association and the National Chicken Council 😎! Great vid as always Mike.
I applaud Yema for taking some bold design choices but I believe the dial is a bit too plain for the price. I’m a sucker for a beautiful dial!
People are so worried about being in cahoots with watch brands. Me - Farmers and Monsanto sponsor me 😂😂
I love the Yema. I completely agree with you about the bracelet. The dial when compared to my new Squale 1545 is not as interesting,with the Squale at USD 880. I agree with you that the bracelet is the star of the show and that the dial therefore needs to be more restrained. Thank you for your content, it’s always thought provoking. I always look forward to your postings. Thanks again, cheers.
And thanks to you as well 😃
Your Squale is an homage of a sub. Just like a million other homages. It is therefore not unique or interesting.
@@A_Dude_And_His_Watch78 Thank very much for the cheerful remark
@@SCcuban enjoy your homage watch
@@A_Dude_And_His_Watch78 thanks, but I’ll remind you that Squale made the cases for Blancpain and other Swiss companies in the 1950s and 60s. Enjoy your day.
Another wonderful video.
Currently wearing the Monta Oceanking.
Thanks (and cool watch) 😃
Excellent of you to have picked up that a number of (very) high end brands are sourcing their clasps from Brogioli. Which, to be fair, makes some of the best clasps I have come across.
IT brings up an interesting discussion of "build it yourself (badly)" vs. "buy it from somebody that know what they're doing".... 😃
Nice and interesting review. There's a point you didn't mention: in France there are people interested in YEMA's industrial approach with more and more parts manufactured in France. This "made in France" also has a value and is a differentiator.
Awesome video and perspective as always! Would love the hear your toughts on the newly released Squale Master Ti5!
Thanks - Will consider it 😃
Your videos are so good they can be watched a couple of times. You made a great point in the last video take the bracelet off a lot of watches and put them on a strap.I think that does work with Christopher Ward. It works absolutely wonderful with the Tudor Ranger. You’ve found a real quality watch here where you don’t need to do that. I don’t particularly like the bracelet but I have to respect it.
Thank you so much! 😃😃
Enjoyed the analysis quite a lot. This price range would be a stretch for me and so I personally would be after more "crunch".
Thanks 😀
I really like the fried chicken sandwich concept, although my priorities might be slightly different: For me the bun is the movement as I consider it to be the second most important thing after the chicken (the case). If ETA/Selitta are really solid, classic brioches, Miyota being the harmless saseme burger bun, then Seiko goes from the equivalent of a moldy toast (6R) to a organic whole wheat bun that is stale (6L/8L).
This Yema MMC on the other hand is almost like a garlic butter naan. It is absolutely brilliant, just not what I expect to be paired with fried chicken.
Lol 😂 This is what happens with metaphors and analogies. People take them in totally unecpected directions .😃😃
part of the reason I got the Sinn u50 was for this reason. I didn't want to buy a nice diver that looked like every $100 diver on the market. I wanted the function of a dive watch but with an identity it's own.
i think this is one of the reasons I gravitate away from Swiss brands as it seems like most brands imitate certain swiss design. I also think it's amazing more brands don't imitate German designs.
One interesting note is I feel like we don't see this diversity at the very high end which is the opposite of food. You go to a high end restaurant and it's largely about unique textures and it's all about providing dishes that aren't standard.
I'm just glad to see someone reviewing Yema, I love their Marine Nationale, also the Superman. It's not sitting i hide though. I love a good standard chicken sandwich
Right on 😀
Great review, left me hungry for more, or maybe just hungry. I wasn't particularly aware of Yema as a brand, and that is where I struggle with watches at this price point. It may be lovely and well built, but could easily be Ali express for all I know. If I want a cheap beater watch, Seiko or Citizen. If I want a posh watch, Rolex, Omega, Cartier or even Longines. I'm slightly over simplifying, but big brands with big brand awareness, or high availability( like citizen) are likely to win out. This falls into the...its not cheap, but then it's expensive for an unknown.…Without googling, I can tell you nothing about Yema. And I know the calibre inside my watch.
They are a relatively small brand, so there is a lot of trust that has to be put in your first purchase. IT's not like Rolex - You know what you're getting 😃
The chicken sandwich analogy is perfect. Well done sir! Your analysis is spot on.
Thanks ! 😀
In this price range the Formex Reef GMT is worth mentioning.
Agree 😀
Some time ago, I -needed- wanted a "GADAW" and the minimalism with premium features of an Explorer clomage appealed to me. And it has been the perfect wearing size with a great bracelet. Still, it was something mechanical to wear before I would get my Seiko Baby Alpinist. And I did get it, when it was discontinued and availability was dropping. First reason was the discontinuation. The second reason was it was the exact opposite of a Texplorer: Original, thick, display case back, on a strap, date, hands more prominent than indexes, colourful gradient granular gradient dial, wonky accuracy that got better, domed crystal. The Texplorer started to get on my nerve how there was nothing beyond the dial. Just the lacquer reflecting my gaze.
And yet, I might have been perfectly happy with a Traska Commuter from the start: Same specs as the Texplorer, but a domed glass, hardened surface, nicer bracelet, *colourful brushed dial* and not a 100% copy. For the price of an Alpinist.
Food analogy: Upgrading from a canned pork on toast to a schnitzel with boiled potatoes seemed like a logical choice, but I went for a fish with jasmine rice. Not the typical choice and not a 100% improvement - because I know myself. Of all the watches I bought, the safe sober choices eventually became the boring ones. Flair remained flair. Besides, there's a high chance I'll find the "perfect brushed dial" some day, unlike the chance of finding a better Alpinist-like watch.
So, a conclusion to this rambling: There are still microbrands and big brands that come up with non-conforming stuff, or better yet have traditionally non-conforming designs in their back catslogue. And to some people, they're actually the best watches available. Seiko (Alpinist, Turtle, Willard), Studio Underdog, RZE (modern style in titanium), Citizen (pure tool divers that will eventually become "00's retro", Panerai (I do hope they get their shit together, persevere, and preserve their niche), Lorier (who's better at 50's/60's retro?).
Really love this one, I'd be really interested, but the clasp is a complete show-stopper for me.
yes. you are correct. Yema has been taking that sort of risks/chances, hoping that some big things will surface, but until today, it hasn't. that is the main issue for them.
I love your reviews and channel!
I couldn't decide if you were happy or sad with what Yema have done here
Tbh I am contrarian by nature so I love it and would pay extra just to support the guts to be different-
I agree not everyone will buy it, but it's sheer existence in the space gives us a point of discussion whether Yema are "wrong" or everyone else could up their game
Love the videos, keep em coming!!!
Thanks a ton 😀
I really like business philosophy of Yema. Coplaniea like that are what mmoves industries forward. This Superman model might have some flows for a 2.5K $, but a new movement and a new style of metal bracelet on the same watch is insane. As long as this donest bancrupt them, they now have a great raw base for a collection that they can refine, work at and improve little by little. They could make a new reference with premium looking dial, aplied markers and hands and stuff, and at some point it could become among the most interestong buys in the price range
While searching for a vintage bracelet for a 1969 Accutron, I saw one similar in design to this "scale" bracelet. They called it a "coffin link" design, and it was usually sold with the Accutron Astronaut model, which is quite pricey.
It’s a nice watch and definitely nicer than a fried chicken sandwich (but I get what you mean). Appreciate the effort they put into making the movement slim. I like how they’ve made the dial attractive without being gaudy.
Yema also has a Skin Diver Slim CMM.20 coming out in a couple of months with that bracelet and movement and man oh man is it gorgeous! I'm not a $2,250 USD watch guy but hopefully they put that dial or a similar one in a more affordable package in the near future. What a looker!
I actually have the new skin diver from them on loan right now... It's a cooler watch than the one in the video. Better dial. No crown guard. It's great 😀
@@Mike.thiswatchthatwatch Can't wait to see the review/preview when you release it. The new Skin Diver's dial is really nice.
Your analysis and perspective are once again eye opening and thought provoking.
I've owned a Yema Superman GMT a while back. Very cool watch. Feel about the same with this watch you have here.
Perhaps coincidental, but, I feel brands like Serica, Triton, ZRC have their unusual fried chicken sandwiches and they all happen to be French brands, like Yema.
Are they making their own waves and not riding on the same ones? I think so.
Next time, we want to see you eat that fried chicken sandwich while schooling us in another watch presentation.
Seriously... I need a sandwich from Starbird or a McChicken from McD's this weekend. Seed planted in my brain, thanks.
Thanks - Glad you felt the vid resonated 😀
love your contents! and i'm curious..wich studies did you attended?
Boring business man 😂
H. Moser seems to trying something different in their segment. They offer relative good value and unique designs for that high-end independent sector.
I like Moser but I just can't get behind the Streamliner, I much prefer the Laurent Ferrier Sport Auto.
@@TheSlowoldman Funny, they look alike each other the most out of their category. Interesting options, either way. Those particular designs aren't for me but I will appreciate your taste and knowledge.
True - but at very much a different price point 😃
Great video, and I love the analogy. Pickles can make or break a chicken sandwich in my opinion, but then again I am a movement fan. You know how I can prove that, I am contemplating buying a Roger Dubuis Easy Diver Chrono, it is comically oversized by today's standards but I LOVE the movement, a Geneva hallmarked Lemania (basis for the Omega 321) the movement that went to the moon. So I guess I'll put up with a huge bun to appreciate the pickles, to be fair the chicken (dial) isn't bad either on the RD. With regard to the Yema, I do find it to be a reasonably attractive watch and I like the uniqueness of the bracelet, the bezel lock could be a bit better if it wasn't so floppy with the crown unscrewed. Overall at that price point it would be hard to bet against Longines for me.
Glad to see you put my analogy to good use. And as for me Lemania and 321 are the pick of the bunch 😃
Up the dial and the clasp and it’s a killer watch!! How much extra 200? What is 2500 plain to a 2700 killer.. 👍🏻👍🏻
Interesting perspective. Don't disagree. Go all in on quality all the way around.... 😃
Thanks for your vid, Mike! I think the watch is not bad but the bezel lock would get on my nerves for sure. I think Squale could be a brand that is similar in having also some rather unconventional design choices.
You are so welcome. And yeah - the bezel lock is cool looking but a wierdly implemented from an engineering perspective 😃
First French Diver watch in history is a Yema, this chicken burger has kind of a history. Cool & interesting video, thanx. peace out
Great video.
This is why I buy vintage watches mostly from defunct brands - so much stylistic variety for so little expenditure. Also some really technically interesting, in-house movements - micro-rotors, bumper automatics etc. Oh and really comfy bracelets like my jangly, stretched, very tapered 70s Omega Genève. Mercifully I don't like divers as vintage ones are generally silly prices.
I also reckon variety is one of Seiko's strengths and why people like them though they're not my cup of tea. Lots of toolish divers with distinctive designs - monster, turtle, samurai, sumo, tuna, arnie, skx, willard etc
To extend the fried chicken analogy, the best in the world imo is from Frenchy's, served from a counter inside an HEB grocery store/supermarket in one of Houston's dodgier neighbourhoods. Eaten sitting on the curb in said HEB's car park/parking lot.
You can pay five times as much and get something in a upscale location, with posher packaging, a more middle class clientele and all manner of additional overheads. But it won't taste as good.
Having been to Houston on occasion, I do applaud you for having the constitution to make your way into the dodgier spots... 😃
Upscaling through Seiko, Hamilton etc got a BB58 a while back. It set a benchmark where everything now feels much the same or offers a severely diminished returns for the price demanded. The Maen Manhattan is the only watch that has got my attention in months. Delicious chicken in a nice bun, decent pickle and not overly expensive. There is a real pleasure to be had in discovering good food at a bargain price. You expect a delicious chicken sandwich at a Michelin starred restaurant but may wonder about the markup on the bill and whether you could have got the sandwich cheaper somewhere else. The experience would have been great though🙂
Michelin fried chicken? That'll be 259 dollars sir. Excluding tip 😂
@@Mike.thiswatchthatwatch Made by Michel Roux himself - worth every penny😄
I like yema a lot. They seem to offer something unique in a lot of their designs. My watch collection is small, 10 watches, ant yet somehow, three of them are yemas. One needs to pay attention to their "end of line" sales which pop up every now and than, i managed to grab a flygraf 2, a great looking field/pilot watch with in house movment and 300m water resistance (quite unique for this kind of watches) for 475 USD, fantastic value.
I am thrilled by the analysis but segmentation and differentiation are key to marketing. There are consumers who are serious about pickles and buns. Don’t know how many.
Yema is an interesting brand: French, doing as much as possible in-house, sourcing the rest from a limited geographic perimeter, looking for variations around their vintage/traditional/brand specific patterns which may, or may not appeal to you, but are distinctive. And besides their micro-rotor, they launched a complete range of in-house movements (3 movements in total, including a tourbillon with a unique tidal indicator complication) designed by one of the most promising young watchmakers in France and Switzerland: Olivier Mory. Definitely a bold move and a rarity, even I am not exactly fond of their design language in general.
Love the micro rotor, love the proportions. Love the dial and case. If it weren't for the bezel lock and the amount the crown protrudes, this would be the perfect skindiver. If Yema can do something about those, I'd buy it. With the leather strap.
Fried chicken analogy is brilliant. I have a Yema Urban Traveller and enjoy the watch. I am not a fan of the Yema diver (though I do like skin divers - I own SPB 143 and 239) because of the dial. At the $2500 price point there is too much competition for my $$ once you consider preowned. I think the brand’s new pilot watches look great. Keep up the great work.
Yup - it's a very competitive space with a ton of good options 😀
I would buy this watch because braslet. It's unique and beautiful. Dial is similar like San Martin SN051- G2, and this watch is amazing I have him.
Great analysis! Would appreciate your thoughts on the Wise AD8 diver although this video already provides all criteria necessary to evaluate it by oneself.
I’ve got an earlier version of the Superman albeit a quartz & it’s a very nice watch. Also bought the Navygraf automatic, then in stainless steel, & yes I like it! For something a little difference & French at that!🤣
Leave it to the french to go their own way 😂
The problem is, most divers don't have what I'm looking for. I love the bezel for daily timing. But so many that I like don't come with a date or a displayback. I'd like to see more interesting movement options too.
Great analogy.
Love the bracelet; you’re too kind about the dial - that’s a very bland blue. Crown guards going all the way the edge of the crown doesn’t good good (or functional).
Thanks - Glad you felt it resonated 😃
Bracelet is excellent, and good on Yema for doing this!! 👍👍👌🔥
Yes! 😃
The first time I saw the Superman online, I was thinking nice to see someone bring back the unique coffin link bracelet design from the old school Seiko Bellmatic.
The Superman had that type of bracelet in 1967... It's not a new thing for them.
Say what you will about the pros and cons of the movement… I think it looks fantastic
Agree 😃
The design esthetic definitely works here. The choice to spend the money on the in house movement will serve them well in the future as they expand. Going with an of the shelf movement and bracelet would send this brand straight to Amazon and Esty (not good). The bracelet has a beautiful design but let down by the clasp. They can keep the simple dial however it could use a more clever layout. Otherwise, I think this is a nice watch.
I really like left hand superman 500 with the graphite dial
From my perspective, it’s a little bit of stretch to say that the movement is the pickle. I would say the movement IS the chicken and the breading on the fried chicken is the case. Both need to be great for a satisfying experience. Just my 2 cents.
Outstanding video as always sir. I like Yema I do own several Superman but they are typically French (so am I): able to do the bets one day, and the worse the next one. Their range is a bit of a mess. Still I love most of their Superman (the 500m in particular, I’m not into skin divers for me a tool watch doesn’t have to be slim). Among others I think that apart from CW who really tries stuff, I don’t see many micro or indépendants taking risks - in the high end Moser and Chopard do.
Thanks .😃
As someone with an Instagram account about watches and sandwiches, I love the fried chicken sandwich analogy. Being also in the food space, I saw the beginnings of the fried chicken sandwich trend in the San Francisco Bay Area two decades ago and I now see the quick adjust clasp of a midrange diver as the sriracha aioli or ambiguously Asian coleslaw-it was a unique value-add until it became ubiquitous.
"ambiguously asian coleslaw"
I'm stealing this and using it at food trucks now, I'll credit you though because L M A O I feel that
I second the "ambiguously asian coleslaw" statement. You had me there 😂
Good insights. I appreciate how you look into these microbrands with some depth. Perhaps you could do the same with Horage.
Nice review my friend. I may have missed it, but what is the country of origin for this company?
Thank you. Yema is french - just across the border from switzerland 😀
Homemade Panko sounds like quite the undertaking (the bread for Panko is cooked by electrical current).
To further your analogy, I respectfully submit that the action (bezel, crown, and otherwise) is the sauce.
The chicken might be great, the bread might be fresh, etc., but what's bringing it all together? User interface, the point at which we interact with a watch.
And I'd go further by suggesting that an "action" goes beyond touch and feel, to include the sound of a bezel, whether or not there's a grit to the crown, the sight of a sunburst dial, etc. I would, however, question the decisions of a watchmaker who introduces an olfactory element to their work..
Nice review and good perspective on watches. I wonder about the origin of this in house micro rotor movement, might have a bit of influence from a well known Chinese movement, the HZ5000?
Another great video! Unfortunately watched it having not eaten yet! Think I need to run to Chick Fil A!!
Off you go 😂😂
Hi Thx for the video. I recently get interested in watches si my knowledge is beginner level. I have watch a video with Olivier Maury which is the creator of Yema's microrotor. He is very enthousastic about the new investments of the owner of Yema and he is thrilled with the new project. Definitly a step forward in manufacturing in housse caliber but to me they still stay really classic in their design (too classic maybe ?)
Ah…the Fried Chicken Sandwich/headphone/SUV product offering analogy. We’re getting a MBA-level education here.
Kind of you. Thanks 😃
The scale bracelet is cool, but the blue dial looks slightly washed out.
The 'Superman' is not my cup of tea.
But I do love my Jema Flygraf Pilot M2: Really unique design with little Genta-vibes.
300m WR and for me a nice dresser and everyday- go anyway...
there has to be off the shelf scale bracelets offered by overseas manufacturers…. i’m wearing a Phoibos that has it w/ an on the fly microadjust clasp. maybe the other brands just don’t want to pay the cost? it’s not as flexible as an oyster bracelet.
What about NOMOS. Also risky but original.
Agree, they are a good option 😀
I really like the Yema slim but with no way to try on the bracelet it would be very tough to pull the trigger given the price point.
I paid less than 1k for the Mido Ocean Star 200, I know is an ETA movement with Nivacron instead of silicio. I think is a good value and I like it. I don't think I would pay 2 k for the Yema.
Sorry if I missed it but what's your wrist size? Would help for comparison. Thanks!
You're Terrific 😉
Yema should hire you as CEO
You mentioned Doxa when discussing bracelets that arent run of the mill. Ill add zenith to that and that may also be the answer to final question