Leica’s 100-Year Campaign: A Luxe Flop Instead of a Legacy Moment?
As Leica celebrates its 100 years—a major milestone for one of the most storied brands in photography. Rather than usher in a bold new chapter, however, Leica’s "100 Years of Leica: Witness to a Century" campaign has left many longtime fans and industry observers puzzled, if not outright disappointed. From the decision to reissue a camera launched in early 2022 to the inclusion of luxury-branded accessories that feel disconnected from Leica’s roots, this centennial campaign could go down as one of the brand’s most tone-deaf marketing missteps to date.
Why Repackage the Leica M11?
At the center of the campaign is the Leica M11 “100 Years” limited edition, released in six versions for six cities: Tokyo, Wetzlar, Milan, New York, Dubai, and Shanghai. Only 100 units per city will be produced, each engraved with its respective location and a number in the edition series. The problem? The Leica M11 isn't new—it launched in January 2022. Rather than introduce fresh technology, Leica has simply rebranded an existing model with cosmetic changes: glossy black paint, leather trim, and commemorative engravings.
While the M11 is a solid camera with a 60MP BSI CMOS sensor, triple-resolution RAW capture, and a hybrid shutter, it’s hardly cutting-edge in 2025. Leica had a rare opportunity to launch a next-generation M camera—or even tease a new product line entirely—and instead chose to dip into its existing inventory and repackage it. For many, this signals stagnation rather than celebration.
Why These Cities?
Leica hasn’t provided much insight into why these specific cities were chosen, beyond vague references to their cultural or photographic significance. Wetzlar is understandable—it’s Leica’s hometown and the spiritual birthplace of the 35mm camera. Tokyo and New York are global photography hubs. Shanghai and Dubai represent growing luxury markets. Milan taps into design and fashion. But critics argue the selection feels more like a market segmentation strategy than a thoughtful tribute to Leica’s photographic legacy. There’s no real storytelling behind the choices—just another layer of the campaign that feels surface-level and overly commercial.
Lifestyle Over Legacy: The Problem With the Accessories
Perhaps the most controversial aspect of the campaign isn’t the camera at all—it’s the suite of branded accessories released alongside it. Leica has teamed up with luxury manufacturers to produce a range of centennial-themed items, including:
Steiff teddy bears wearing Leica-branded outfits
Faber-Castell fountain pens and pencils engraved with the 100-year logo
Montegrappa luxury pens crafted in limited quantities
Leica-branded leather goods, watches, and even home décor items
While these products are undeniably high-quality, they raise serious questions about branding and direction. Is Leica still a camera company? Or has it pivoted into a full-blown luxury lifestyle brand? Loyalists who fell in love with Leica for its dedication to rangefinder simplicity and analog excellence now find themselves watching the company sell teddy bears and pens instead of championing the next great photographic leap.
A Missed Opportunity to Lead
In a world where Fujifilm is pushing AI-powered film simulations and Canon is rethinking mirrorless autofocus, Leica had a platform to make a statement. Instead, it leaned on its luxury cachet, banking on collectors to scoop up limited-run models and accessories. This might work for short-term sales, but it risks alienating the core community that has carried Leica through a century of artistic triumphs and technical evolution.
Imagine if Leica had launched an M12 with a hybrid optical/electronic viewfinder. Or a groundbreaking new lens concept. Or even a modernized CL or R system that brought Leica’s analog DNA into the mirrorless age. Instead, we got a re-skinned M11 and a teddy bear.
Celebrating the Brand or Selling the Myth?
Leica’s 100-year campaign should have been a triumph. Instead, it feels like an expensive marketing stunt. By focusing on ultra-limited editions and luxury-branded accessories—rather than new products or meaningful storytelling—Leica risks being seen as a brand resting on its laurels. The heart of Leica has always been its cameras, its lenses, and the photographers behind them. This campaign, for all its polish and prestige, feels more like a celebration of brand mythology than a real tribute to what made Leica matter in the first place.
If this is how Leica marks 100 years, one wonders what the next century will look like—and who will still be along for the ride.