LEICA Q (Typ116) Launch Event Report

On June 16, 2015, a launch event for the LEICA Q was held at Daikanyama Tsutaya, Tokyo. From LEICA Camera AG, Oliver Kaltner, CEO, Markus Lumberger, COO, Frank Offermanns, Global Retail Director, and Stefan Daniel, Product Management Director presented. Having these four people, I felt how much LEICA Camera AG places emphasis on Japanese market. And, for the new CEO, Oliver Kaltner, it was the first time to make a public appearance in Japan. The event started with greetings from Kazunori Fuke, President of LEICA Camera, Japan, and Oliver Kaltner, CEO, and was followed by Stephan Daniel's presentation of the LEICA Q. Next was Harbie Yamaguchi's talk show hosted by an announcer Mari Watanabe. Finally, they had touch and try of the new camera. The event site, over-crowded with guests and the press, manifested LEICA's extraordinary enthusiasm on this product. Please read this report on this event to feel the heat as well as our shooting report on the camera.

"Presentation" stuffed with "Leica" philosophy and worldview

Just like last Photokina, Leica always designs event in order to present their core philosophy and worldview that guide their production and how their products make sense in the world. And, by looking at a lot of guests with Leicas on their chests, I realized how much people love Leica and how well Leica Camera AG knows what to do for them. In other words, they are in love with each other.

At the touch and try session, the guests were trying the camera one after another, and everyone seemed so happy. There is another full frame fixed-lens camera, but I think the LEICA Q is very typical Leica camera, as we detailed in our shooting report.

 

"100 years of Leica's history and towards the next 100 years"

Oliver Kaltner, CEO, LEICA Camera, AG
Kazunori Fuke, President of LEICA Camera, Japan

The two key persons addressed Leica's policy in their presentation titled "100 years of Leica's history and towards the next 100 years." Their presentation made me reconfirm Leica's untiring effort to recognize their history since they invented the "Leica format" and ask themselves questions about what they can do for the market. They emphasized that their products are "Made in Germany" and they are proud to have a brand of permanence. Such excellence have driven them to have the long history and let them to today's Leica Camera AG. And, they stressed the importance to continue what they have been doing towards the future. Just like other markets, camera's industry is becoming polarized. Oliver Kaltner, who used to be in and have just returned to the camera industry, said he was surprised at the drastic change in the market. He also said that he would like to learn about the technology and history of cameras as well as their own history of being an optical equipment manufacturer. And, in order to pursue the joy of photography for everyone, he would like to be open to the new trend represented by smartphones. He also said that they have been focusing on production for their past 100 years, but he wants to use the next 100 years with a macro point of view and a macro way of developing business. In addition, they will focus on all three of the following: hardware, software, and service. For example, they hope to 1) be more aggressive in planning and developing new products, 2) improve product quality, 3) improve service quality, 4) improve staff quality, 5) expand bases and stores, and 6) focus more on the photographic culture. Finally, they hope to lead digitalization rather than to be swallowed by it. Leica Camera AG once produced the exceptionally perfect Leica M3. And, because of that, other manufacturers shifted to SLR cameras which led to the decline of rangefinders. In other words, Leica was tormented by their own product. And now, they are trying to decide their direction by giving their full attention to all factors that surrounds them: customers, culture, technology, and market.

 

Presentation of the LEICA Q by Stefan Daniel

Speaking of new product release, Stefan Daniel is the man. And, this time he presented the LEICA Q featuring a full frame sensor and a high-speed 28mm fixed-focal lens. As we reported, the great performance for the price shines when we consider the interchangeable M lenses with similar specifications covering the focal length range of this camera. If you are thinking of getting a M camera, I recommend you to add this camera to your list.

What makes the LEICA Q special? I think it's the attitude which is both traditional and passionate in pursuing the essence of photography and the image quality. It's the identity of a compact camera formed by Leica. It's a model packed with everything that they can incorporate now, including the unique appeal that M cameras don't have.

And, Mr. Daniel emphasized the following:
- Features a large sensor in a compact body which Leica excels at
- The Summilux 28mm F1.7 ASPH. is the fastest lens in its class
- Enough battery size to support street, architecture, and landscape photography
- Features an optical image stabilizer

- Supports manual setting just like other Leicas
- Features a focusing knob with AF/MF locking
- Easy switching to macro mode that focuses on subject as close as 17cm
- The lens cap can be used whether or not the lens shade is attached

- The 24MP CMOS sensor generates high quality images and supports up to ISO50000
- The new Maestro II processor ensures the fastest processing in its class
- The image processor supports movie shooting up to 10fps with a full resolution
- Supports shooting JPEG/DNG or JPEG images and full-HD movie with professional quality (MP4, 60 or 30 fps, high quality audio)

- The fastest AF among the full frame compact digital cameras
- Can focus on the desired point with touch-screen operation
- Supports 3X/6X magnifications for focus peaking in MF mode

- The 3,680,000-dot EVF has world's highest definition
- Features 35mm and 50mm equivalent digital bright frame lines
- The number of pixel is 15MP at 35mm crop mode and 8MP at 50mm crop mode
- Cropped images are JPEG only and the DNG data is recorded with the 28mm full frame setting
- The EVF has an eye-sensor that switches to/from the rear LCD automatically and briskly

- Has "essential design" without waste
- Durable body (with magnesium frame and machined aluminum top cover). The lettering was done by laser-carving and painting
- Slip-resistant diamond pattern leather with a thumb rest on the rear side
- 100% German design. Proudly designed in-house at Wetzlar
- Built-in Wi-Fi, NFC with smartphone applications for iOS/Android
- Wi-Fi connection with smartphones supports data transmission and remote camera control. Easy posting to SNS

- "Essential" accessories including holster, case, and day-bag
- Practical accessories such as handgrip
- Comes with a license for Photoshop Lightroom

"Leica attitude" in a full frame compact camera

While the LEICA Q presents a world which is different from the Leica M cameras, it still carries the philosophy and essence of M cameras. And, while incorporating trends, they design products based on "photography" that they define and their approach to decide what they can offer to customers. At the same time, they make every effort to realize convenience. And, this explains their philosophy they have inherited for a long time. Personally, I felt LEICA Camera AG has become much "clever" in a good sense even though they once appeared to be rather awkward and stubborn. If you take a look at our shooting report and learn about the unique operability like a gimmick and the well thought out usability, you will understand what I am talking about.

This shot of Oliver Kaltner, CEO (left), Kazunori Fuke, President of LEICA Camera, Japan (center), and Stefan Daniel (right) was taken in the last minute of the event. We look forward to seeing the worlds you will show us!

( 2015.06.17 )