Leica, the German camera company, designs both powerful and beautiful cameras, but the Leica L1 and L2 show that the brand isn't scared of venturing into new territory. The L1 and L2 are two new timepieces engineered and designed by Leica, and they combine German precision with an attractive minimalist aesthetic.
There are plenty of luxury brands -- Leica included -- that will simply license their logo and brand identity to off-the-shelf products, but the Leica L1 and L2 watches certainly don't fall into that category. The watches were designed in-house by one of Leica's frequent contributors, and the internal mechanisms were engineered by a local German company called Lehmann Prazision that makes its own high-precision machinery used in some of Europe's finest watches.
Image Credit: <a target="_blank" rel="nofollow" href="https://www.hodinkee.com/members/StephenPulvirent">Stephen Pulvirent, Hodinkee</a>
What's Driving This Trend
- Luxury Timepieces
- The creation of camera-branded luxury watches introduces a new market.
- In-house Design and Engineering
- In-house design and engineering creates unique branding opportunities.
- Collaborative Design
- Collaborative design between complementary industries could lead to new products and markets.
Who This Affects Most
- Luxury Goods
- The luxury goods industry can benefit from producing unique cross-industry products.
- Watchmaking
- Collaboration with other industries and in-house design and engineering opens up new opportunities for luxury watchmaking.
- Photography and Camera Equipment
- Companies in the photography and camera equipment industry could broaden their offerings by venturing into complementary luxury markets.
