REVIEW: YEMA dresses up with collection of three classics


YEMA has had nothing short of an extraordinary year so far, and has outdone itself again with its latest release.

This is the second piece I will have reviewed from the French-based brand this year, after sporting the Marine Nationale for a week back in the spring.

Three men’s watches made up the core of the collection with a further feminine design completing the offering and in releasing the watches in the spring, the brand simultaneously partnered up with the French Navy.

Now, YEMA has released what itself describes as a long-awaited classic and timeless dress watch collection – a description I would find hard to disagree with.

While staying true to the distinctive YEMA style, developed since 1948 and refined in the last half decade, the new Wristmaster collection offers brand fans a new lease of life with a YEMA on their wrist.

Powered by YEMA’s in-house caliber, the new launch has been proposed in combination with YEMA’s history book during the upcoming KICKSTARTER campaign and any backers should certainly get their money’s worth if they’re in the market for a dress watch.

In a 37mm neo-vintage brushed steel case, the raised silver indices and the hesalite domed crystal deliver a larger dial opening and subtle feel to the watch while the 48mm lug-to-lug and 12mm thickness ensure a real presence on the wrist.

It also comes in two colour dials which ensure the wearer feels comfortable and has choice with what they sport for the luxury occasion.

This week I spent most of my time with the two-stitch brown leather strap and was impressed by the semi-glossy dark blue dial. The tone of the blue really went well with the surrounding case and offset perfectly the strap.

Priced at EUR 599 and EUR 399 for Kickstarter backers, it is also at a really attainable price for what is a watch of high quality.

The other watch in the offering comes on a light-weight fine steel with brushed effect strap, with a case that is 43.5mm lug to lug so slightly smaller than the other.

This is also a stunning piece which YEMA has done a tremendous job on in terms of ensuring the offering on leather and steel is just as attractive at the slightly higher price point of EUR 790 and EUR 499 for Kickstarter backers.

An interesting point also worth noting is how YEMA was keen to explain the reason behind taking the Kickstarter route.

It explained: “During the past 4 years YEMA has been growing exponentially and we’ve been constantly reinvesting profits back into the business. By the end of this year, our watchmakers will benefit from modern spaces and equipment following expansion works at our workshops in Morteau.”

Adding: “We have also intensified our efforts in Research and Development with the ambition to relocate as many manufacturing processes as possible in the years to come, while further improving our internal quality processes. We are also working on a watchmaking innovation with the support of new experienced watchmakers and a local micro-engineering company.”



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