Hermes x Leica

A picture is worth 1000 words. Unless you’re one of the lucky owners of the Leica M9-P Hermès camera, in which case, a picture is worth $50,000.

It’s true – this limited edition camera came with a hefty price tag that was utterly unmatched in its industry. 

And it’s not just the price that made this camera exclusive. The brands only produced 100 of them, and if you wanted one, you had to act quickly because they made customers sign an agreement that they wouldn’t re-sell the camera for two years after purchasing it. 

This rule gave the collaboration a serious undertone that worked to the brands’ advantage. Despite the shocking cost, the camera wasn’t a gimmick, and it wasn’t random either. 

Hermès and Leica have more in common than an expensive taste. The brands originally teamed up because Jean-Louis Dumas, chairman of the Hermès group until 2006, happened to be a highly skilled photographer with a preference for the Leica. 

The Leica M9-P Hermès came with a book of his photography in honor of his contribution to the Hermès group. Of course, that wasn’t the only reason for the premium price.

Unlike their other cameras, the Leica M9-P Hermès was covered with luxe calfskin leather in the color ocre, a smooth brown that looks just as fancy as it sounds. It also came with three lenses and a hand-finished Hermès camera bag. 

Above all else, the main reason why this collaboration worked so well was because of the brands’ shared values.

Leica is known for making high-end cameras look and feel like nothing else in their competitive circle. Hermès is of similar caliber, known for their leather handbags that stand out among other designers. 

Leica and Hermès are also similar in their precision in design and manufacturing. This was made known in the promotional video they made for the camera. Not only can you see detailed hand-stitching, but you can also hear it, so it’s essentially a highly satisfying ASMR video. 

This collaboration is a perfect example of how a partner can maximize a brand’s potential. In no other world would the brands be able to get away with selling a camera at the price of a Tesla than by combining Leica’s authority in the camera space with Hermès’ expertise in luxury leather.

The only question left to answer is: can they go any higher?