The $21,000 Leica M10. The new “Edition Zagato”. Car, Home or Camera?

June 15, 2018 Leica, News, press release 22

The $21,000 Leica M10.. The new “Edition Zagato”. Car, Home or Camera?

So Leica has announced not a new full frame camera between the M and SL, but rather a $1050 Compact C-Lux camera and a $21,600 M10. Yep, a fancy M10 with 35 f/1.4 Summilux Lens for $21,600. See the details below from Leica themselves…and see the images of the camera, which is beautiful indeed. Keep in mind, a standard M10 and 35 lux will set you back around $12k so this time Leica is going with an insane almost $10k upcharge. In recent times they have had special editions priced not so far off from the normal versions. Not this one though, so if you like it, and want it be prepared to shell out more than the cost of a low mileage Mini Cooper 4 door, or hey, even a HOME in Detroit. 

In all seriousness, this one is limited to 250 kits and I am sure Leica will sell them all as they usually do! As for the new C-Lux, design is nice, and features are nice but at this cost, I would go with the new Sony RX100 VI as it is indeed a better camera than this Panasonic rebadge which appears to be this Panasonic model. 

The C-Lux looks nice though! In appearance, much nicer than the Sony though I am sure some will prefer the understated look of the Sony.

PRESS RELEASE FOR THE NEW Limited Edition M10:

June 15, 2018 – Leica Camera today announces the Leica M10 “Edition Zagato”, a timelessly beautiful special edition set that combines the best of German craftsmanship and Italian design. Comprised of a Leica M10 camera body and a Leica Summilux-M 35 mm f/1.4 ASPH. lens, the set takes its name and design from Dr Andrea Zagato, owner of the Italian design house and automotive styling specialists of the same name. Limited to only 250 sets, this is the second special edition created in collaboration between the two long-established companies. The first Leica x Zagato collaboration was a set of limited series binoculars from 2015 with strikingly elegant design, the Leica Ultravid 8×32 “Edition Zagato”. 

Founded a century ago, Zagato has created some of the most beautiful coachbuilt bodies in the history of automobile construction, incorporating the innovative uses of aluminum throughout that they are known for. Today, the company continues to create special, and strictly limited, editions of cars with unique styling in Milan – the city where their storied success began with founder Ugo Zagato in 1919. 

This passion for aesthetics and precision is shared by Leica and Zagato in every respect, with photography also being a key element. “Photography plays an essential role in our work. Without the possibilities offered by photography, we would never have had the invaluable pictures and the ability to reconstruct vehicle models, and would not be able to present our work from the past decades in such an impressive way,” explains owner Dr. Andrea Zagato, who, together with his wife and Art Director Marella Rivolta-Zagato, now lead the family company in its third generation.

The Leica M10 “Edition Zagato” is the first special edition of the Leica M10 camera, and offers extraordinary visual and tactile highlights, designed by Dr. Zagato himself. The top deck, baseplate, outer casing and control elements of the camera are all manufactured from the signature Zagato material: aluminum. This makes it 70 grams lighter than the standard M10 camera. Instead of the usual leather trim, the body of the camera is finished with precisely cut fine grooves, which, together with accents like the red shutter release button, lend the camera its one-of-a-kind look and feel. The elegant curves of the integrated handgrip at the left of the body further distinguishes the special edition from the serial production model of the M10, and adds a new dimension of comfort and handling. The M10 “Edition Zagato” is the first Leica camera to have its own special serial number engraved on an aluminum badge on the base of the camera that is revealed only when the baseplate is opened. 

Perfectly matched with this exquisite camera and completing the special edition set is a uniquely designed Leica Summilux-M 35 mm f/1.4 ASPH. lens, which has an integrated hood that can be pulled out and locked in place in a single motion – a new feature for a Leica 35 mm lens that streamlines its handling. The design of the focus tab on the lens also pays homage to an iconic styling signature of Zagato automobile design – the double-bubble roofline of many Zagato cars. The distinct “Zagato” logotype lining the lens ring highlights the role of the prominent design partner in this collaboration. In all photographic capabilities and aspects, the technical specifications of the camera and lens in the Leica M10 “Edition Zagato“ set are identical to those of the standard production model.

Complementing the camera and lens, the set also includes a bright and bold red carrying strap in full-grain leather embossed with the Zagato logotype. This M-Camera is the first to feature rectangular strap lugs in the same design as those adorned on the flanks of the Zagato binoculars. The certificate of authenticity graces the packaging of the set in the form of an aluminum plate with an engraved serial number. 

Accompanying the launch of the Leica M10 “Edition Zagato” is the publication of the second volume of the coffee-table book trilogy, “Leica and Zagato – Europe Collectibles.” This beautiful photo book showcases 33 Zagato models spanning the entire history of the brand against the backdrop of beautiful Southern European settings.

The Leica M10 “Edition Zagato” will be available worldwide, shipping soon to select Leica Stores. The special edition set will retail for $21,600.

 

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22 Comments

  1. If Leica can sell 250 cameras at $21K each, that really says something about the world economy.

    Just for funsies. That’s over $5million for a short run of 1 camera. Wow.

  2. I do not think the target group are the super-rich. I believe there is a limited, known number of at best modest- to medium-rich collectors who absolutely must have every Leica product. There is no way to increase the number of natural collectibles, i.e. unique prototypes, (unplanned) limited production items, cameras owned by famous photographers or celebrities. But it is easy to create artificial collectibles by technically unnecessary or purely cosmetic modifications and a limited production run.

    Some of these artificial collectibles introduced changes in later production modells, i.e. the disappearance of the frame line illuminator window or the return of design elemements from the M3 in the M6J and later the MP. Some helped to push sales when the respective camera modell was approaching the end of its product cycle. I remember some of these limited production runs remained visible in local shop windows for ever. Which means thes did not sell as well to end users as expected. But at least Leica sold or loaned many to dealers as conversation pieces. They appear in magazines and on websites like Steve’s when Leica has nothing technically new to show or to raise attention by. And each sold copy generates extra cash and profit without canibalising regular sales. The not-so-rich Leicaphiles can look down on the (perceivedly) idiots who pay over $10,000 extra for a questionnable benefit. The money the rich spend on luxury commodities without tangible benefit over regualar items equalises quality of life more than the most rigerous progress income tax, property tax or legacy tax,

  3. Two L-mount items were introduced… L1 and L2 watches to mount on your wrist. People were too quick to read into Dr. K’s words what they wanted to hear. Leica already has 3 L-mount cameras (TL2, CL and SL). Why would you think a company that sells as many cameras in one year as Canon sells at Costco in a less than a month make a 4th camera with the same mount?

    The L watches look nice but the price will be a little high (est. about $10£ for the L1) considering the materials and complications.

    As for the Zagato M10… heart be still! As a design item, it’s gorgeous. Materials and workmanship look superb. I’d love to get a set, vault it away for several years and see if I made a good investment decision. All 250 will be gone very quickly. There are a lot of very wealthy Leica fans world wide.

  7. MIght I now ask a more serious question: Is there any new camera or new lens that Leica can produce which will produce files that are superior to those already produced by existing Leica cameras and lenses? Surely “sufficiency” is on hand. The extremely minute differences that will be seen ( if ANY ) in images from exiting cameras with the same format will be more from technique than equipment.

    Of course people will want to buy new equipment. However, admit that most of these purchases are from “vanity” rather than “need”. Stop fooling yourselves in the belief that equipment will make you a better photographer, and omit the tedious posts that try to prove that one lens has a minute difference in green tones from the lens that you purchased last year.

    • My old Q can hardly take any photos at all. People are so self – conscious nowadays that you have to have the latest models otherwise the glas of the lens will splinter by default if you use ancient gear…

  9. I was interested in your comment, Steve, on the Sony RX100vi being the better camera. Certainly I don’t look for a 360 zoom if the cost is a lower speed in this size of camera. I’m actually very pleased with the handling and image quality of the original C. Could you say a bit more?

  10. Timelessly beautiful and made in precious aluminum.
    I’m enraptured.
    This stuff is just beyond silly.
    As P.T. Barnum said, there’s a sucker born every minute.

  11. A missed opportunity by Leica I think – I suspect there is a niche part of the market that would accommodate a Mini SL/CM model, in the same way the Q did when it launched and was stuck in backorder for eons. Shame really as would be in the market for a mini SL/CM camera if it did what Leica do best, produce amazing images.

    • Doesn’t appear to be. May be for Photokina and no one really knows what it is or what it will be called. All rumor at this point.

      • Something NEW will appear sometime until the end of this year with the L Mount.
        Who told that was Mr. Kaufmann in person to Luminous Landscape!
        But won’t be a smaller SL or an M with EVF, because this camera would be the killer of the 2 others and the end of the Leica’s marketing strategy.

        • You are right – with or without Kaufmann’s statement! Logically, the SL has to be updated either this year or early next year. It make sense, right?

          I think Leica has some opportunities that they haven’t taken yet. For example, a set of anamorphic M lenses. People will be tripping over themselves for those.

    • These comments get so old…..nobody that is going to drop $22k on this is a ‘sucker’. It’s someone with a lot of money who can afford to buy this because it looks good, even if it’s nothing more then a dressed up M10. People buy nice things every day you can’t have…watches, cars, houses….it’s a free world man. Would I buy one?? No…but I don’t begrudge someone else who does.

      • I think the comments are just frustration that you are hearing, as everyone expected/suspected something meaningful in the way of a new camera

        This is not a new camera

        They will sell out but there is no denying this was a disappointing announcement for ANYONE expecting something new in the way of imaging

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