100 years of capturing moments

For a hundred years, photographers have been capturing once-in-a-lifetime moments with their Leica cameras.

Filipino camera enthusiasts recently celebrated the opening of the iconic German camera brand’s flagship store at Greenbelt 5 in Makati City.

Leica Camera AG is an internationally operating, premium-segment manufacturer of cameras and sport optics products. The legendary status of the brand is founded on a long tradition of excellence in the construction of lenses. Its products continue to guarantee better pictures in all situations in the world of visualization and perception. The company has its headquarters in Wetzlar, in the state of Hesse in Germany, and a second production site in Vila Nova de Famalicão in Portugal.

Its CEO Alfred Schopf said, “We are not only celebrating 100 years of Leica photography, but we are also celebrating 100 years of joy, 100 years of pain, but nonetheless 100 years of capturing once-in-a-lifetime moments, moments that remain unforgettable.” 

Managing director of Leica Camera Asia Pacific Sunil Kaul added, “This year is a year of many milestones and the launch of the first ever Leica store in the Philippines is one of them. I have witnessed an increase in demand from Filipinos who purchase our cameras, sport optics and accessories in our boutiques in Asia. We believe that Lucerne can capitalize on that market opportunity in the Philippines.”

With a price tag two to three times more expensive than other high-end cameras, Leica is clearly not appealing to everyone. However, when one shoots with a Leica, one rapidly discovers the first thing that makes it special. Leica cameras have rangefinders that help one focus through a window on the top left by laying objects on top of another. Focusing with a rangefinder takes time, forcing the shooter to think carefully about the composition of the shot. 

A Leica camera is best recognized for its remarkably distinctive tiny little red dot. It is also known for its excellent industrial design, refined and iconic lenses and quality workmanship.

Its flagship store in the Philippines is a lifestyle destination in itself, offering customers the opportunity to discover the art of photography with its mini-art gallery of photos shot with a Leica. It creates a completely immersive experience perfect for the brand enthusiasts, professional photographers and new customers alike.

Several guests waited in anticipation as Leica books were raffled off and two lucky winners (one guest and one from the press) went home with a Leica camera.

(Visit the Leica store located at the ground floor of Greenbelt 5 to get a glimpse of its limited edition models — the Leica M and the Leica D-Lux 6.)

(Follow me on Instagram @pepperteehankee.)