A Unique Piece of Leica History
In June 2024, the Leitz Photographica Auction in Wetzlar witnessed a remarkable sale: a rare 1930s Leica advertising poster designed by French artist Hubert Saget fetched an impressive €12,000, surpassing its estimate of €8,000–€10,000 .
Image credit: leitz-auction
A Unique Piece of Leica History
This poster, created for Wiegandt L'Opticien, a Swiss distributor of Leica cameras, is one of three known versions produced by Saget. While the other two versions, made for Optiker Koch Zürich and Strüben der Optiker, feature the German slogan "Leica, das kleine Photo-Wunder," the Wiegandt version is distinguished by its French caption: "Leica le merveilleux petit appareil photographique." Notably, this French version is the only known surviving example, adding to its rarity and appeal among collectors .
Why It Commanded a High Price
Several factors contributed to the poster's significant auction price:
Singular Rarity: Being the sole known copy of the French version elevates its status among collectors.
Historical Significance: The poster represents a pivotal era in Leica's marketing history, showcasing the brand's early efforts to appeal to a French-speaking audience.
Artistic Value: Hubert Saget's design is celebrated for its aesthetic appeal, making it a sought-after piece for both art and photography enthusiasts.
Condition and Presentation: Measuring 91x127 cm and framed, the poster is in exquisite condition, which is exceptional for an item of its age.
A Testament to Leica's Legacy
This sale underscores the enduring allure of Leica's historical artifacts. Collectors continue to value not only the technical excellence of Leica cameras but also the brand's rich heritage and its contributions to photographic culture.
