Leica CEO Discusses the Brand’s Next Chapter
Leica’s watchmaking division, now three years old, builds on the brand’s extensive photographic heritage that dates back to 1849. CEO Henrik Ekdahl describes how the company listens closely to its dedicated customers, treating them like a community, and emphasizes that the new watches aim to blend Leica’s expertise in optics and design with reliable Swiss movements. While moving toward a more affordable range, the brand remains committed to quality, avoiding cheapness and focusing on mechanical craftsmanship rather than flashy, Instagram‑driven status symbols. Ekdahl acknowledges the responsibility of steering a historic brand, noting that daily challenges such as supply chain and logistics occupy his thoughts more than legacy pressure. He believes Leica’s unique position—rooted in photography—offers a distinct niche in the competitive watch market, and plans to expand through selective partnerships with jewelers who share a passion for both cameras and timepieces. This approach seeks to deliver watches that reflect individuality and personal expression, aligning with Leica’s tradition of precision and community‑driven values.
Buying Time Analysis: The story highlights Leica’s pivotal expansion from its historic photographic roots into watchmaking, illustrating how the brand leverages its legacy to innovate and connect with a dedicated community while navigating modern market challenges.
