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Leica has some of the most effective strategies. They introduce color and monochrome-sensored cameras, special editions to mark different occasions, and also offer devices in various colors. And for each of them, the pricing varies, with some cameras costing a few thousand dollars more than others. This appears to be paying off for the company, and this year, they have achieved the highest revenue in the company’s history.
According to the press release, the company, which is celebrating the 100th anniversary of the Leica I, revealed that it generated revenue of up to €596 million (approximately $700 million), which is 7.6% more than the previous year. In 2023/24, Leica generated a profit of € 554 million ($651 million). The company credits this success to the camera and mobile segments, with the latter being a collaboration project with Xiaomi.
“We are meeting the global growth in demand for cameras with high-quality products ‘Made in Germany,’” said Matthias Harsch, CEO of Leica Camera AG. “Our business success is rooted in innovation and the expansion of our own global sales network.”
“Strong Regional Growth
The company achieved success worldwide. Europe, the hometown of the company, saw a 7.6% increase, while Germany showcased a 11.4% rise. Asia and Northern America also saw gains of 7.3% and 6.2%, respectively. The label is also attributed to the Leica stores that were introduced in Wuhan, China; Tokyo, Japan; and Seoul, South Korea, showcasing a combined rise of 12.5% in online sales. The multi-channel strategy has further helped the German brand.
Product Innovation is the Key
In the photography segment, models such as Q3, SL3, and SL3s were also top contributors. The Leica Q3 was also the top seller amongst digital offerings. The company’s introduction of the D-Lux 8 and the M11-D was also received by users. The M11-D became popular amongst analog-inspired photographers, as it does not feature a rear display.
Similarly, the Leica LUX app, designed for iPhone, also surpassed one million downloads. Launched in 2024, the app allows phone photographers to get the same Leica tones on their cellphones. The success of the LUX grip was also a contributor.
A Century of Leica
The year 2025 has also seen exciting launches. The company introduced anniversary models and special-edition productions worldwide. For instance, in Dubai, Milan, New York, Shanghai, and Tokyo, as well as exhibitions in Leica Galleries, showcase the works of renowned photographers. This further helped to promote Leica models, and in turn drove up the sales.
Keeping this in mind, there is still time for the company to increase its sales, which can help drive revenue next year. With the company reportedly launching Q3 Monocrhom in October, which can certainly contribute to the next fiscal year. Reports of M11-V also being launched later this year, Leica will certainly break its own record in no time.
