Has anyone bought a Leica OEM watch?

In 2008, Xiaolei used the first digital camera in his life-Panasonic FX520. This camera is of great significance to Xiao Lei, and it was this camera that accompanied Xiao Lei through the novice stage when he had countless scrapped photos on the way to photography. But this is not the reason why Xiao Lei wants to "archaeologically" today. The reason why I mention this camera is mainly because this Panasonic FX520 is also the first "Leica" that Xiaolei has come into contact with.

As a model of "co-development" between Leica and camera brands, Leica and Panasonic began to "co-develop" camera lenses in 2000, and a year later Expand cooperation to the field of digital cameras. From this time on, Leica began its glorious "OEM history." For example, most of the Panasonic Lumix LC/LX/G/S series models use Leica optical design solutions. In addition, some camera lenses launched by Leica actually use Panasonic designs.

Picture source: Panasonic

This special way of cooperation allows Leica and Panasonic "you have me, I have you", which has become the best example of Leica OEM. If Leica's next "technical cooperation" also follows Panasonic's cooperation model, I believe it will definitely further increase the visibility and influence of the Leica brand.

But obviously, the "Songlai mode" is just the beginning of Leica's OEM journey.

From camera brand to camera "OEM"

In 2016, Huawei reached a cooperation with Leica and launched Huawei P9 mobile phone. This cooperation not only enabled Huawei to make a comeback, but also marked the beginning of cooperation between high-end imaging brands and smartphone brands. Until now, Leica's OEM cooperation has been limited to the field of imaging and image quality.

But two years later Leica announced its cooperation with Supreme to launch a limited edition Leica telescope. Thanks to Supreme’s trendy brand value, this co-branded Leica was “sold out” as soon as it was released, and even became one of the best-selling products in Leica’s history.

Image source: Leica

About this time, Leica Realizing the charm of co-branding, they began to “peddle” co-branding authorizations around the world. For example, in May 2021, Leica cooperated with Sharp to launch the Sharp Aquos R6 smartphone "using Leica technology". Just a month later, Leica launched its own brand mobile phone Leitz Phone 1 - a re-shelled Aquos R6 with the Leica logo.

In addition to Japanese brands, the Leica co-branding is also attractive to domestic mobile phone brands. In addition to Huawei mentioned before, another domestic mobile phone brand spent heavily on "in-depth cooperation" with Leica, and once customized a special customized version of Leica for that year's flagship mobile phone. Unfortunately, the cooperation project did not succeed in the end. The brand finally removed all Leica elements from the cooperation products and launched them on the market under another name.

But obviously, these minor setbacks did not affect Leica’s “joint brand plan.” In the following years, Leica continued to expand the scope of its co-branded business cooperation, allowing the famous "Cola logo" to appear on more and more products. Open Leica's homepage, in addition to Leica's own cameras, telescopes, and scope businesses, we can see Leica's OEM laser TVs, sunglasses, and watches.

Photo source: Leica

Even just a few days ago, Leica has also updated its own OEM watches and launched an 18K pound limited edition with a global limit of 50 pieces to commemorate the Leica I Model A Luxus, the first gold camera released by Leica in 1929. It can be said that the concept of joint branding has been implemented to the end.

Then the question arises. Why does Leica, which was originally serious about making high-end cameras, fall in love with the concept of co-branded OEM business that "loses reputation"?

The camera giant is forced to transform?

What is certain is that in the past two years, more and more camera giants have decided to "transform" and use relatively low-priced video-specific cameras or so-called "Vlog cameras" To cater to consumer video creation needs. But for Leica, which “can’t let go of its figure”, transforming into video production has never been a feasible option. The camera imaging principle and core technology are relatively mature, and it is difficult to make breakthrough innovations. This makes it difficult for traditional camera brands like Leica to form a clear advantage in technology and attract consumers' attention.

Secondly, Leica’s high-end brand positioning limits its market scope to some extent. Leica cameras are known for their superior quality and high price, which makes them somewhat out of place in the broad consumer market. As consumers' demands for photographic equipment diversify, Leica's high-price strategy may lead to the loss of potential customers.

Furthermore, intensifying market competition has also put pressure on Leica. Many other camera brands, such as Sony, Canon, Nikon, etc., are constantly launching technologically advanced and more competitively priced products. The active performance of these brands in the market poses a direct challenge to Leica.

Image source: Leica

To address these challenges, Leica takes Developed the strategy of co-branded products. By cooperating with other brands or well-known designers, Leica can not only use the popularity and influence of these partners to enhance its own brand image, but also attract new customer groups who are interested in fashion and design. This strategy has helped Leica maintain its position in the high-end market to a certain extent and injected new vitality into its brand.

For example, the Leica Sofort2 camera that Leica OEMed with Fuji instax mini EV some time ago is a good attempt in Xiao Lei’s opinion. Although among photography enthusiasts, Leica fans and Polaroid users, this so-called "hybrid Polaroid" camera does not have a good reputation. It is more like a toy than a camera, even the word instax on the photo paper box. All are left as is.

But from another perspective, if it is priced below 2,000 yuan, it is really possible to break the popularity of Polaroid and Fuji with its extremely high ease of use and fun. monopoly in the field of instant cameras, and at the same time winning greater market attention in the form of popular symbols.

Co-branded OEM is not a panacea

Of course, in addition to the crazy co-branded sales of authorizations, Leica wants to follow There are actually other options for the big team to get on camera.

First of all, Leica can follow Canon and start by simplifying the user interface to make the camera operation more friendly to beginners while retaining the advanced functions required by professional photographers. Improving the responsiveness and ease of use of the touch screen is also key, which can provide users with a smoother operating experience. In addition, Leica could consider adding more personalization features, such as customized filters or shooting modes, allowing users to adjust camera settings to their own style and needs. Through these initiatives, Leica can not only attract new users, but also maintain the loyalty of existing users.

In addition, expanding the product line is another important strategy for Leica in the near future. However, it should be noted that expanding the product line here does not mean simply OEMing more different types of products. Launch new cameras at different price points, such as more affordable entry-level cameras, to attract consumers with limited budgets but desire for a high-quality photography experience. At the same time, Leica could also consider launching dedicated cameras for specific areas of photography, such as action cameras, underwater cameras and astronomy cameras, to appeal to specific interest groups.

Of course, Leica cannot be left behind in its cooperation with mobile phone brands. Leica can broaden its market by developing high-quality external lenses compatible with smartphones to enhance integration with mobile devices. Or share technology with mobile phone brands to bring the iconic Leica colors to more mobile phone brands of different mobile phone brands in the form of OEM.

But having said that, in the face of market and technical challenges, traditional camera brands such as Leica should not be limited to joint cooperation models. Although co-branding can increase brand awareness and attract new user groups in the short term, in the long run, the core competitiveness of the brand still depends on the innovation and quality of the product itself. Facing the diversified camera market in 2023, Leica chose to respond to consumers with OEM, which is actually not wrong.

#It’s just that as a camera brand, the camera is always the most important backer of the brand. When everyone is no longer interested in the camera culture behind Leica, what's the use of putting the Leica brand on products?

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