Introduction
Do you know? The French brand Yema has recently launched a new Superman Swiss special edition watch, which is not only equipped with the Swiss Sellita movement, but also abandoned the previous crowdfunding model! What kind of brand transformation story is hidden behind this? How will Yema develop in the future? Let us discuss the design and marketing strategy of this watch and see how Yema finds its position in the highly competitive watch market.
Yema’s new series of watches and their market positioning
French brand Yema announced the launch of the Superman Swiss Special Edition series equipped with Swiss Sellita movement when releasing its 2025 new products. The starting price of the new series is 1,190 euros, which is 600 euros cheaper than the Superman model equipped with a self-produced movement.
Before its official release, Yema was sold through crowdfunding. With the release of the new Superman Swiss Special Edition, Yema also officially bid farewell to the crowdfunding sales model.
What does this change mean? Perhaps Yema will focus more on improving product quality and brand image, rather than relying on crowdfunding platforms to gain sales and capital.
Yema brand movement and product strategy
Before the launch of the new series, Yema had a brief period of glory. In 2019, Yema released a Superman replica equipped with its own movement Yema2000, priced at 1,790 euros. In 2021, this movement appears on the Yema3000, which is famous for its diving watches, with a price of 1,890 euros.
At that time, Yema claimed that self-produced movements were an important step in its brand transformation. Relying on the support of crowdfunding platforms, Yema once achieved greater success among niche brands.
Relying on two watches equipped with self-produced movements, Yema has not gained a firm foothold in the market. Shortly after the two watches were launched, Yema2000 and Yema3000 entered discount promotions one after another.
Design and functions of the new Superman Swiss special edition watch
In 2023, Yema2000 and Yema3000, two watches equipped with self-produced movements, were officially discontinued, and Yema has not released any new products equipped with self-produced movements. Until the release of the new Superman Swiss Special Edition, watches equipped with self-produced movements have never appeared again.
In an interview with foreign media, Gautier Massonneau, founder and CEO of Yema, said, “We hope to maintain the affordable prices of our main products while focusing our energy on high-end self-produced movements.”
The new Superman Swiss Special Edition watch is available in two sizes: 39mm and 41mm, and its design faithfully reproduces the classic elements of the 1970s. The watch is 300 meters water resistant and comes with a stainless steel bracelet.
Massonneau pointed out, “The Superman watch is an iconic work of the Yema brand, so we wanted to reproduce its design as faithfully as possible.” In addition, the watch also features a screw-down crown, blue dial, gold hands, and a round date window.
Yema brand development and marketing strategy
It is worth mentioning that Yema has promised to continue to provide maintenance for watches equipped with Yema2000 and Yema3000 movements that have been sold, which is also what Massonneau promised. Except for the new Superman Swiss Special Edition, Yema’s official website currently no longer sells any other products equipped with self-produced movements.
Massonneau also said in the interview, “The crowdfunding model is not the future development direction of our brand.” After stopping the crowdfunding model, the new series of watches will be sold in a new way, which is what Massonneau promised.
Obviously, after rapid development in the past few years, Yema is undergoing a brand transformation. This transformation may allow Yema to go further. Massonneau believes, “As a niche brand, we must have keen insights and responses to market needs.”
The choice of Sellita movement as the driving force of the new series was determined by such market demand. Compared with self-produced movements, watches equipped with Sellita movements are more cost-effective and more in line with the needs of mass consumers. “We believe that doing so will make our products more stable and durable,” Massonneau said.
The Sellita SW2001 movement equipped in the new series is an improved ETA 2824-2 movement with a vibration frequency of 28800 vph and a 38-hour power reserve. Compared with the ETA 2824-2 movement, the biggest change of this movement is the balance wheel. It uses Sellita’s own balance wheel, which is more stable and durable than the ETA 2824-2 movement.
Conclusion
This transformation of Yema is a bold attempt. Choosing a more cost-effective Sellita movement may be accepted by more consumers. Although they bid farewell to crowdfunding, I hope they can make a breakthrough in product quality and brand image. What do you think of Yema’s choice? Welcome to share your views in the comment area, and don’t forget to like it!