Leica cameras and lenses are legendary — and the Leica Q is the go-to digicam for rich jetset watch collectors.
Apparently, the Q sequence are glorious all-purpose and journey cameras however provide subpar efficiency for watch images resulting from geometric distortion (notably the 28 mm variations) and a scarcity of correct magnification (increased magnification is required to get 1:1, 1:2, 1:4 shut up photographs of small objects). But, the proposition is sensible as a result of watch accumulating largely revolves round paying excessive premiums for construct high quality and model title, not efficiency per se.
This brings me to Leica watches. I’ve been studying about them since 2018, and whereas Skilled Watches declined requests from Leica to cowl them again then, the most recent Leica ZM 12 watch represents a big enchancment over the unique L1 and L2 timepieces.
The intricate sunburst ending of the dial with the deep hand utilized indices, the finely round brushed case, and the specifically designed toolless strap system, all look good.
Specifically, the 60-hour energy reserve automated caliber LA-3002 motion, that leaves the manufacturing facility adjusted to -4/+6 seconds per day — made for Leica by Swiss manufacture Chronode — is a lovely different to many watch actions obtainable at this $6,500+ worth level. However is that alone sufficient to compete?
Leica undoubtedly went the high-quality route with the ZM 12, as they need to contemplating the luxurious positioning of its images merchandise. Nonetheless, in an business with seemingly infinite manufacturers, there’ll all the time be way more watches produced than clients will eat, so including yet one more watch model is a dangerous proposition at finest.
Two different manufacturers that come to thoughts once I consider Leica watches — which have an identical advertising and marketing dilemma — are Ralph Lauren and Porsche Design. All three corporations have tried to construct watch manufacturers utilizing the repute of their respective core merchandise — cameras, vehicles, and clothes.
This has confirmed problematic since you can not enter the watch market casually and count on to compete in opposition to 100-year-old corporations that dedicate all the things to the artwork of constructing watches — particularly on the costs these luxurious corporations count on to command.
Leica watches are German-designed, with Swiss-made actions, and presumably German case manufacturing, meeting, and testing (some building particulars are unclear). What’s clear is that Leica has upped its high quality but continues to be going through a monumental problem. Will rich, extremely educated customers purchase a Leica ZM 12 watch over timepieces from Swiss leaders akin to IWC, TAG Heuer, or Omega?
Be taught extra at Leica.
Photographs by Leica.
