The first Yema boutique

The stakes were high for the transformation of this space in the 6th arrondissement of Paris: creating the very first boutique for Yema, an emblematic French watchmaking brand since 1948. Our ambition, in perfect resonance with that of the owners, was to imagine a space at once lively and intimate, where every customer could feel at home, far from the traditional codes of conventional stores.

Navy blue storefront with white awning and signage on a stone building – boutique in Paris, by Cotrel Studio, interior designer

Detail of the navy storefront with projecting sign and brass monogram – boutique in Paris

Detail of the white scalloped awning and blue woodwork with monogram – boutique in Paris

Store with mahogany paneling, central travertine display and glass cases – boutique in Paris

Pride of place to natural materials

Yema is a French house based in Morteau, in the Doubs, the cradle of French watchmaking. For their first boutique, they settled on Boulevard Saint-Germain, in the heart of the 6th arrondissement of Paris. The history of this independent family brand, and of its home region (eastern France, close to the Swiss border), had to be felt in the overall atmosphere of the place.

We therefore chose walnut, a noble wood with deep tones, for most of the boutique's fittings as well as for the cladding of certain walls. It brings warmth, contrasting with the floor and the other chosen materials: mirror, glass, stainless steel, metal and travertine. These combinations, reminiscent of the materials of the watches themselves, underline the timeless elegance of the place. To showcase the display cases, we designed a notched frame evoking the gears of watch mechanisms.

Retail space in mahogany with travertine counter and slatted display niches – boutique in Paris

Mahogany-paneled store with travertine display and street-facing window – boutique in Paris

Mahogany display units with glass cloches, framed screen and orchid – boutique in Paris

Detail of the floating brushed-metal counter, display cases and mahogany – boutique in Paris

Detail of a mahogany-framed screen and watches under glass cloches – boutique in Paris

Detail of a slatted mahogany display niche with travertine shelf – boutique in Paris

Row of slatted mahogany display niches above a travertine-topped cabinet – boutique in Paris

Close-up of watches displayed behind mahogany slats with travertine top – boutique in Paris

Street-facing window with mahogany column, glass display and slatted wall – boutique in Paris

Detail of a glass display stand in the window overlooking stone façades – boutique in Paris

Slatted mahogany wall display with watches on shelves and fabric backdrop – boutique in Paris

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Feeling right at home

Beyond the exhibition space at the front of the boutique, where the full collection of watches is on display, the customer discovers, at the back, a world with a more hushed atmosphere. Midnight-blue carpet, a bespoke curved banquette and a small refreshment area with a solid stainless-steel bar... This intimate setting invites customers to sit down, explore, take their time and feel at home — or as if in the discreet lounge of a hotel.

A thick velvet curtain delineates the staff area and can also completely conceal the kitchen when drawn, further reinforcing the intimate atmosphere of the place.

Mahogany-paneled private lounge with beige bench, navy carpet and bar – boutique in Paris

Private lounge with bench, pedestal tables, navy curtain and mahogany bar – boutique in Paris

Mahogany-paneled lounge corner with bouclé bench and stone pedestal table – boutique in Paris

Detail of a mahogany-framed screen between two sconces, marble side table – boutique in Paris

Close-up of the beige bouclé bench against mahogany and navy curtain – boutique in Paris

Mahogany bar with brushed-steel counter, black stools and lit shelving niche – boutique in Paris

Brushed-steel bar counter with black stools, mahogany and navy curtain – boutique in Paris

Bar detail with backlit mahogany shelving niche and steel counter – boutique in Paris

Detail of the brushed-steel counter and black stools against a navy curtain – boutique in Paris

Mahogany kitchenette with stainless sink, lit shelves and fabric backsplash – boutique in Paris

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Yema Boutique
198 boulevard Saint-Germain, 75006 Paris