Yema Introduces Its Superman Swiss Edition To Mark A Strategic Turnaround

We know Yema as an accessible French brand that offers fairly affordable watches. However, with the introduction of the company’s in-house Calibre Manufacture Morteau movements, its prices shifted upward a bit. To ensure that the watchmakers have enough time to work on the higher-end in-house movements and still offer watches at a more affordable price point, the company now shifts to Swiss-made Sellita movements for its entry-level mechanical watches. To mark this strategic turnaround, Yema introduces the Superman Swiss Edition in four colors.

Before, Yema’s entry-level mechanical watches housed either a YEMA2000 or YEMA3000 automatic movement. The YEMA2000 was the brand’s three-hand caliber with or without a date, and the YEMA3000 was the GMT version with a fourth hand. You can still get watches with these movements on Yema’s website, and prices start at just less than €1,000. However, from now on, the brand’s entry-level mechanical watches will come with a Swiss-made Sellita movement. Let’s look at the first watches to do so — the all-new Yema Superman Swiss Edition in black, white, blue, and ecru in both 39mm and 41mm sizes.

The Yema Superman Swiss Edition

Over the years, we’ve covered quite a few Yema Superman releases here on Fratello. That’s why, in terms of proportions, there won’t be many surprises here. The new Yema Superman Swiss Edition comes in a 39mm or 41mm case with an almost fully polished finish. The 39mm version offers a 48mm lug-to-lug, while the 41mm version has a 49.5mm total length. Both versions are just under 14mm thick, including the 2.6mm double-domed sapphire crystal. The unidirectional bezel is brushed on the side underneath its coin edge, and it has an aluminum insert. It also locks in place with Yema’s signature mechanism that works in conjunction with the screw-down crown.

The new Yema Superman Swiss Edition comes on a five-row stainless steel bracelet. Three rows of links have a brushed finish, and two have a polished finish. At a glance, it looks a bit like a Jubilee-style bracelet, but it’s a bit more simplified. The folding clasp has a brushed finish, a diving extension, and a safety latch. Unfortunately, there is neither on-the-go micro-adjustment nor quick-release spring bars. The latter doesn’t matter much, though. Thanks to the drilled lugs, it’s still fairly easy to switch the bracelet out for something else.

The new Yema Superman Swiss Edition in black, white, blue, or ecru

If you want to buy the Yema Superman Swiss Edition, you can choose between a black, white, blue, or ecru dial. Depending on the dial, you also get a different color for the bezel insert or hands. For example, the blue-dial Superman comes with a blue bezel insert, while all the others have a black one. The white-dial option is the only one with black hands instead of the brushed steel handset that the other colorways have. Finally, the black-dial Superman has a slightly yellowish hue for the Super-LumiNova on the hands and printed indexes. The other versions all utilize white Super-LumiNova. Finally, the white dial has a grainy texture, while all other versions have a glossy finish.

As said, instead of a YEMA2000 caliber, inside the new Yema Superman Swiss Edition is a Sellita SW200-1 automatic movement. It runs at a frequency of 28,800vph, features 26 jewels, and holds a power reserve of 38 hours. The watches in Yema’s Swiss Made series are manufactured and assembled by a third party just across the French-Swiss border in Biel. The Yema Superman Swiss Edition has a stainless steel case back with an embossed and sandblasted coat of arms. This screw-in case back also helps keep the watch water resistant to 300 meters.

Quick thoughts

First of all, Yema’s decision to switch to Sellita movements instead of in-house ones for its more affordable mechanical watches seems logical. It frees up the minds and schedules of the brand’s watchmakers to fully concentrate on the higher-end CMM.10, CMM.20, and CMM.30 calibers from its manufacture in Morteau. As a brand, it also makes sense to cater to different market segments. The watches with in-house movements start well under €2,000, while models with Sellita movements sell right around the €1,000 sweet spot.

It also makes sense that Yema uses its popular vintage-inspired Superman to mark this strategic step. The model has the classic dive-watch vibes, and with its 39mm and 41mm case options, it works on wrists of many sizes. The Sellita movement inside also means the watch can be serviced by nearly any watchmaker in the world, which is very convenient. The new Yema Superman Swiss Edition is available now and costs €1,190 / US$1,190.

Let me know in the comments below what you think of Yema turning to Sellita movements for its more affordable models.