Story Highlight
– Leica’s watchmaking began three years ago, building on heritage.
– New models ZM 11 and ZM 12 signal serious expansion.
– CEO emphasizes strong community and customer dedication.
– Plans for more affordable watch designs with Swiss movements.
– Leica aims to offer unique watches in competitive market.
Full Story
Leica has recently ventured into the world of watchmaking, a relatively new chapter in its storied legacy, which dates back to 1849 with the establishment of the Optical Institute in Wetzlar by Carl Kellner. It was in this very town that Oskar Barnack developed the Ur-Leica prototype in 1913, a groundbreaking design that laid the groundwork for 35mm photography, ultimately defining the brand’s identity.
The Leica I made its debut in 1925 at the Leipzig Spring Fair, contributing significantly to various photography genres, influencing renowned photographers like Henri Cartier-Bresson and Robert Capa.
The inception of Leica’s watch division began with the launch of the ZM 1 and ZM 2, now bolstered by the recent introduction of the ZM 11 and ZM 12 models. This expansion signifies a strategic move to position watches as a core aspect of the company, anchored in its rich heritage of photographic innovation. CEO Henrik Ekdahl engaged with WatchPro to discuss the company’s evolution, its community, and the significance of innovating within a brand steeped in history.
Ekdahl emphasised the importance of understanding and engaging with Leica’s loyal customer base as the brand diversifies its offerings. He shared an anecdote about meeting a Leica enthusiast on the streets of Munich, underscoring the sense of community that defines the brand. “You recognise a Leica person instantly,” he remarked, reflecting on the shared passion that binds collectors across the globe.
Looking ahead, Leica aims to introduce more affordable timepieces, though Ekdahl clarified that this does not equate to producing low-quality watches. The focus will be on employing standard movements, allowing greater accessibility while maintaining a commitment to mechanical quality, particularly through design elements the company excels in, such as bespoke cases. “We want to provide options that appeal not just to watch aficionados, but also to our customer network,” he asserted.
Ekdahl also shared his personal views on contemporary watch culture, expressing distaste for the trend of ostentatious displays. “Mechanical watchmaking should transcend mere status,” he noted, revealing his own withdrawal from social media due to a saturation of content that lacks genuine substance.
When reflecting on the weight of leading a company with such a notable past, Ekdahl reframed this pressure as a sense of responsibility, highlighting pride among the team in their work. He acknowledged the complexities of daily operations while asserting that the intersection of cameras and timekeeping isn’t entirely foreign to Leica, given historical overlaps in craftsmanship between the two fields.
Ekdahl articulated confidence in Leica’s potential to carve out a niche within the competitive watch industry, citing the unique connection the brand has to photography. He pointed to the extraordinary sums paid at auction for rare cameras, which speaks to the enduring passion within that realm. “If we can differentiate ourselves, there is indeed room for us,” he remarked.
The conversation surrounding partnerships with jewellers is often dynamic, according to Ekdahl. He described engaging discussions where he showcases both a watch and a camera, aiming to foster enthusiasm among potential retailers. “We’re selective about our partners – it’s about aligning with those who appreciate photography as much as we do,” he explained, noting the importance of shared values in these collaborations.
Finally, Ekdahl shared his personal philosophy regarding watches, positing that they represent individual identity more authentically than automobiles. “A watch is something you choose for yourself,” he explained, advocating for personal expression through unique timepieces rather than conformity. His vision is clear: to encourage wearers to choose watches that reflect their individuality and passions.
