Le Brand Manager de YEMA me dit TOUT !

I met William Germain, Brand Manager of YEMA, directly at their brand-new boutique on Boulevard Saint-Germain in Paris. We talked about everything: the little-known history of a brand that was once France's most exported, how it nearly disappeared after the quartz crisis in the 1980s, and how it was acquired and relaunched starting in 2017. William also revealed a figure that surprised me: today, more than 60% of Yema's sales are international, in over 100 countries. And that's no coincidence; it's been in the brand's DNA since the 1960s. We discussed Yema's five core areas of expertise (aviation, diving, automotive, space, and sailing), its exclusive partnership with the French Navy and Air Force, the new all-titanium Superman Mountain, and the unique concept of this Saint-Germain boutique, designed as a watch bar—a place to discuss watchmaking over a drink. To discover the Yema website: https://yema.com/fr Yema Instagram:   / yema_watches   My Instagram:   / clemententretemps