PHILOSOPHY

“Passion and Perfection for creating better images”

Leica takes pride in being the best, being unique, being legendary.

Leica is timeless, classic and superior.

Minimalist design achieved without compromising on quality.

The chosen for many professionals.

Leica is renowned for producing prestigious yet unobtrusive .

By buying into Leica, you become part of the elite. The Leica Brand

Leica are prestigious in three main markets. • • •

Leica GeoSystems primarily produce top-market industrial digital spatial analysis hardware and are best known for their brilliant accuracy.

Leica Microsystems is a leading global designer and producer of innovative high-tech precision optics systems for the analysis of microstructures. They are best known for their award-winning medical equipment.

Finally, Leica Camera focuses on the design and production of cameras and other optical equipment for professional use. This shall be the focus of our discussion today: 1849 - Optician and mathematician Carl Kellner founds an optical institution for the development of lenses and in , West Germany. 1907 - Binocular production begins under management of Max Berek. 1914 - The Ur-Leica is created by . 1923 - Prototypes of a small-format 35mm camera named the "Null-Series" are produced for test purposes. 1925 - The new LEICA A is presented at the Spring Trade Fair in Leipzig. 1,000 cameras were produced in the first year alone. 1926 - The first small-format 35mm projector is launched under the name of ULEJA. 1932 - The LEICA II is made available for the first time. The 100,000th model is manufactured. 1934 - The LEICA 250, dubbed the “Reporter”, becomes the preferred device used by the German air force. 1963 - New development in LEICA Trinovid binoculars, featuring elegant slim line design and added features. 1971 - The LEICA M5 is the first in the world with selective light measurement. 1973 - The LEICA CL is launched as a compact rangefinder camera. A new factory in Portugal starts operation. 1976 - The is the first electronic Leica. 1989 - Leica’s first compact camera AF-C1 is launched. This marks production of more affordable cameras. 1990 - Companies Wild Leitz and Cambridge Instruments join to form Leica Microsystems. 1994 - The first digitally controlled Leica, the R7 and the first Leica spotting scope, Leica Televid are introduced. 1998 - The LEICA DIGILUX is launched - the first digital Leica compact camera. 2001 - Leica collaborates with to produce the first cameras, DMC-LC5 and DMC-F7. 2006 - Leica introduces the digital rangefinder camera . Panasonic and Leica

Due to Leica products being so professional, the brand ran into financial problems and was forced to enter a broader consumer market. Leica joined forces with Panasonic in 2001, and created a sub brand Lumix; combining advanced Panasonic camera technology with remarkable Leica lenses. The prices start at just over £100 for a basic compact camera, and range to over £1000 for a digital SLR. The compact cameras are very popular, and compete only with Canon to be best on the market. The more expensive SLR cameras are still aimed towards professional use, and are excellent cameras, but not quite as legendary as the Leica. Product Identity

The Leica cameras have a strong product identity making them a very iconic brand • Majority are silver with a black band of synthetic leather and the iconic red logo. . • Form is also similar throughout its range – the rectangular shape was originally modelled on the shape of a camera film, which is also why the lenses are in the same place as well, even though films are no longer used. • Very high end products, mostly aimed at professionals and rich enthusiasts – This is due to the very high quality of manufacture and hand assembly methods. Also when customers buy this product they pay for the name and the prestige that comes with it. • The camera lenses are the best that are available on the market. Marketing

The first Leica store was opened in Berlin in June 2006. Four Stores in Moscow, Tokyo, Paris and Mayfair were opened between May and October 2009, and West Palm Beach, Florida looks to be next. Marketing

Leica cameras are not readily available. They cannot be bought from the Leica website, but only from registered dealers, of which there are few. However, there is a huge second hand market online where Leica cameras can be bought for a much reduced price. Marketing

Leica very rarely advertises aside from the promotional pictures found on the website, and only a handful of adverts have been produced. Instead Leica relies on word of mouth, hype and its general legendary status to sell its cameras. If you buy a Leica camera, you already know your reasons for doing so. your point of view