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Formula 1‘s luxury ambitions are extending to the camera business.
Leica is the latest high-end brand to get in on the sport’s growing cultural cachet, teaming up with Formula 1 on a new licensing deal that will see the German camera maker release a $9,950 special-edition camera inspired by the racetrack.
The Leica Q3 43 Formula 1 Edition, available beginning Oct. 20, arrives as the racing league continues to build a business beyond the paddock, capitalizing on a surge in mainstream interest that has made Formula 1 an attractive partner for luxury brands.
The camera itself takes its design cues from the cockpit, with carbon-fiber detailing on its wireless charging handgrip, thumb rest and shutter button. Its black Microvelour covering is modeled after the textured surface of Formula 1 steering wheels, while red accents on the controls mimic the color-coded buttons used by drivers during races.
There’s also an F1 logo stamped on the top plate and lens cap, a co-branded carrying strap and custom packaging with a red interior. The carbon-fiber components, which are manufactured and tested in Germany, mark a departure from materials traditionally used in Leica cameras.
Leica has also developed an exclusive “Formula 1” photography setting that boosts contrast and color saturation to better capture the atmosphere of the racetrack. The effect can be previewed directly in the camera’s viewfinder and applied while shooting through the Leica FOTOS app, rather than added in post-production.
Otherwise, the limited-edition model shares its technical foundation with the existing Leica Q3 43, including a fixed 43mm APO-Summicron f/2 lens, a full-frame sensor capable of shooting at 60, 36 or 18 megapixels, hybrid autofocus and video capabilities.
Leica will introduce the camera at its Los Angeles store and gallery on Oct. 20, with Formula 1 presenter Ariana Bravo and former world champion Jenson Button on hand for the unveiling. The event will also include an exhibition of 26 racing photographs by Italian motorsport photographer Callo Albanese.
The Leica Q3 43 Formula 1 Edition will be available beginning Oct. 20 at Leica stores, the company’s online shop and specialist retailers for $9,950. It is compatible with existing Leica Q3 and Q3 43 accessories.