Leica and Formula 1 have signed their first global licensing deal, including a $9,950 carbon-fibre camera. The U.S. boss says both brands share an obsession with craftsmanship and precision.
Follow the storyU.S7 stories
01Summary
- 01Leica Camera North America president Mike Giannattasio announced the global licensing deal with Formula 1 on Tuesday.
- 02The Leica Q3 43 Formula 1 Edition is priced at $9,950 and is the first Leica camera to use carbon fibre.
- 03The camera features a black covering modelled on a racing steering wheel and colour-coded red button accents from F1 steering wheels.
- 04Lewis Hamilton and Lando Norris have been seen with Leica cameras; Norris runs a separate Instagram account for his photography.
- 05Leica still makes film cameras such as the MP and M-A, which have no digital parts.
02Why it matters
This matters because it reflects how luxury and premium brands are aligning with motorsport to target affluent collectors who value heritage, craftsmanship, and exclusivity. The partnership could also influence how other high-end manufacturers approach sponsorship and brand collaborations.
Pulse AIAsk about this story
Answers are generated by AI from the story summary; they are not investment, health or legal advice.
