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Celebrating a Century of Leica: The Evolution and Enduring Appeal of a Photography Icon
Franziska Stuenkel, a Berlin-based photographer, embodies the spirit of spontaneous urban photography. Equipped with her German-made Leica M11, she deftly captures reflections of passersby merging with urban landscapes, demonstrating the agility and discretion required for street photography.
Stuenkel’s choice of the compact Leica M11 illustrates why this camera has remained a favorite among artists and photographers. As Leica marks a remarkable 100 years since the launch of its first commercial camera, the company reflects on its rich heritage and continued relevance in the world of photography.
Founded in 1869 by Ernst Leitz in Wetzlar, Germany, the Leica brand initially specialized in the production of optical lenses and microscopes. It took until 1925 for the first Leica camera, the Leica 1, to be unveiled at the Leipzig Spring Fair. This marked the beginning of a legacy that would deeply influence the field of photography.
Over the decades, Leica cameras garnered a reputation as the tool of choice for many of the most renowned photographers, including photojournalism legends like Robert Capa and Henri Cartier-Bresson. Today, despite intense competition from Japanese giants like Sony, Canon, and Nikon, the Leica brand, characterized by its iconic red dot, continues to thrive.
A Pathway to Mastery
British artist Alan Schaller, who uses the monochrome variant of the M11, asserts that working with a Leica has improved his skills as a photographer. Adjusting settings such as aperture and shutter speed manually has become second nature for him, enabling rapid changes that surpass the capabilities of automatic systems.
One hundred years after the introduction of its first camera, Leica remains committed to handcrafting its products in Wetzlar. Approximately 70 skilled technicians assemble cameras with meticulous attention to detail, using more than 600 components in a dust-free environment. Peter Schreiner, head of camera assembly, emphasizes that this precise work necessitates significant expertise.
Nearby, lenses undergo polishing processes to an extraordinary precision of 0.1 millionth of a meter before being meticulously assembled into the cameras. Although Leica encountered challenges in the early 2000s, the company has successfully adapted to the digital age, with digital camera sales now dominating their market output. They still offer a selection of analog devices, including the M6, which shares heritage with the M11.
Future Innovations
Matthias Harsch, Leica’s CEO, predicts that sales will soar to a record 600 million euros (approximately $660 million) in the fiscal year 2024/25, with an annual growth rate nearing 10 percent. Despite a modest growth of four percent in global digital camera sales last year, reaching 6.8 billion euros, Leica’s innovation-driven approach remains a core aspect of its business strategy.
The brand has diversified its offerings, venturing into areas such as luxury watches and home cinema laser projectors. Notably, Leica has entered the smartphone arena, with its lenses featured in devices by Chinese manufacturer Xiaomi, as well as in the Leitz Phone—a collaboration with Sharp aimed at the Japanese consumer market.
Nevertheless, Harsch affirms that while technology progresses, it cannot diminish the unique allure of traditional Leica cameras. He contrasts the nature of smartphone photography with that of using a camera, suggesting that the former leans towards snapshots, whereas the latter embodies the essence of true photography. The brand’s diverse product lines coexist, catering to different styles and preferences.
With the M11 starting at a price of over 9,000 euros and additional costs for lenses, Leica’s products remain a premium offering in the photography market. Approximately 20 percent of the company’s sales come from North America, and it is currently evaluating the effects of tariffs announced by the U.S. government.
As Leica continues to expand its presence globally, including the opening of more than 120 exclusive stores worldwide, the company navigates the evolving landscape of photography with an enduring commitment to excellence and innovation.
Source
finance.yahoo.com