I've followed a lot of watch KZfaqrs. 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.

In an oversaturated watch KZfaq channel market, Mike has managed to outclass the competition. Great review

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.

It's nice to see someone designing a new bracelet. Makes a big difference in this oversaturated world of mid-priced dive watches.

I’m hungry, I really want a fried chicken sandwich.

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

That bracelet is beautiful, so iconic

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.

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!

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.

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...

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.

This is what differentiates your channel from all the other hacks, shills, and grifters in the watch world - you returned the watch.

I think this is the first time you’ve received a watch for review. Congrats! Keep going

Your integrity is beyond reproach. Good on you for requesting an interesting watch to review. Team and your audience can only benefit.

Love this video , you are truly unique and quickly becoming my favorite watch KZfaqr. Terrific analogy.

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.

Great progress. Hopefully more and more watch makers send you their watches for an honest review. Good content, brother. Keep em coming.

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 KZfaqr.

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.

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.

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've had many bracelets of this design and it conforms beautifully. It shows a precise attention to detail.

This guy is on a different level, and I love it.

I like different. Also that coffin link bracelet is very well done. Congratulations to Yema.

I ve got the superman dato green since 6 months and I am really statisfied with it.

Another wonderful video. Currently wearing the Monta Oceanking.

Awesome video and perspective as always! Would love the hear your toughts on the newly released Squale Master Ti5!

The unspoken truth about the Yema is it's French origin. The French have a tendency to chart their own course. That may help explain their somewhat iconic design choices; perhaps best illustrated by their choice of bun and pickle? Thanks for your unique insights, Mike.

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.

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.

In this price range the Formex Reef GMT is worth mentioning.

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.

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.

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!

The chicken sandwich analogy is perfect. Well done sir! Your analysis is spot on.

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!!!

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.

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.

Enjoyed the analysis quite a lot. This price range would be a stretch for me and so I personally would be after more "crunch".

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

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.

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.

Homemade Panko sounds like quite the undertaking (the bread for Panko is cooked by electrical current).

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.

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.

Great analysis! Would appreciate your thoughts on the Wise AD8 diver although this video already provides all criteria necessary to evaluate it by oneself.

Best watch channel on here hands down 😊.

Bracelet is excellent, and good on Yema for doing this!! 👍👍👌🔥

That bracelet is really nice looking

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.

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.

I really like left hand superman 500 with the graphite dial

This is the absolute greatest review of a Yema watch ever. But why?

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.

The food analogy actually makes a lot of sense

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?).

Nearly all of what you say stops making any sense when you know that Yema is not the typical micro brand but actually has quite the history behind the name and when you know that the Superman (including the shape of the case, the dial, the bezel lock and the scale bracelet) dates from 1967. It was the first 300m water resitant watch. It did not just come out like a couple years ago...

Really love this one, I'd be really interested, but the clasp is a complete show-stopper for me.

love your contents! and i'm curious..wich studies did you attended?

Great video, as usual. Formex comes immediately to mind.

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

Good insights. I appreciate how you look into these microbrands with some depth. Perhaps you could do the same with Horage.

My wife was in the background laughing at the chicken sandwich analogies. I'm going to Popeyes...

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.

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.

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.

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.

Very interesting video !thanks!

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.

One of your best videos.

No need to justify yourself how youngot this watch, your vids are always interesting.

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.

Fascinating discussion

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.

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.

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.

Keep making these comparison with food...we love it 😂 👌

Another great video! Unfortunately watched it having not eaten yet! Think I need to run to Chick Fil A!!

Great review.

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🙂

Say what you will about the pros and cons of the movement… I think it looks fantastic

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).

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!🤣

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.

All this talk about chicken sandwiches has me salivating for a Nashville Hot fried chicken sandwich. I gotta fight the urge, however, for my weight loss journey. Damn you, sir.

I still cannot fathom how a modern dive watch where one needs to unscrew the crown to operate the bezel could still be sold now. Unless YEMA specifically targets desk divers wearing timepieces that will never ever get close to water ?

Yema needs to upgrade their clasp, customers have been complaining about this for years but they don't want to listened

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've hoped, ever since Emmanuel Dietrich's DD-1, that his creativity and risk-taking would be rewarded. It seems that over time, the very issues Mike brings up in this video have escorted Dietrich's offerings from open water back to the safety of the harbor. It's unfortunate. In addition to his avant-garde dials and concepts, Dietrich's TC-1, for example, has a unique, high-quality bracelet that echoes the the shape of the watch case. Since that model's release, subsequent offerings have been very cost-conscious and (from my subjective viewpoint) vanilla on both design and manufacture. Here's hoping there will be another push forward!

We're riding with ya.

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..

What are your previsions for W&W 2024 ? (a video on it would be nice)

As with all chicken sandwiches it’s all about personal taste. I do love what they are proposing and will look to see one in person as I’m a big chicken sandwich customer. Good luck to Yema and thanks for the excellent video.

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.

Wooow Best watch content video I've seen on KZfaq Ok I love dive watches And I love fried chicken Am I biased?

I like the aesthetic of the yema But Would I spend my money on this - probably not The movement is cool - but I’d want tried and tested, so maybe In 5 years once there is data on their products reliability

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.

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...