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Leica has announced it will be increasing the price of its products starting April 1, 2021. And before you ask—no, this is not a joke.
‘Over the past year, the relationship between the US Dollar and Euro has suffered and we have absorbed these costs,’ says Leica Camera in its press release announcing the increase. ’However, as this continues, we need to adjust our pricing in order to ensure pricing integrity across all Leica subsidiaries and to continue delivering the highest quality of products.’
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Leica says the price increase will vary by product, ‘but overall will generally reflect on average a 2% – 5% increase.’ All price increases will be effective starting April 1, 2021, with the exception of the Leica M-Noctilux 50mm F1.2 Black (11686), which increased in price on March 15, 2021. Also, newer products, such as the APO-Summicron-M 35mm F2.0 ASPH, the Leica D-Lux 7 Street Kit, the Daniel Craig x Greg Williams Leica Q2 and the APO Summicron-SL 28mm F2 ASPH won’t increase in price, as their prices have already accounted for the increase.
This isn’t a departure from the usual for Leica, who has over the years been known to incrementally increase the price of products to keep up with inflation and other global financial factors.
Red Dot Forum has provided a comprehensive list of Leica products and their forthcoming price increases if you want to see how much more you’ll be paying for Leica gear come April 1.
Press release:
At Leica Camera, we are dedicated to preserving our unparalleled tradition of optical excellence, craftsmanship and the integrity of our product portfolio. We hold ourselves accountable to high standards with our products and to being transparent with our loyal customers as well.
Over the past year, the relationship between the US Dollar and Euro has suffered and we have absorbed these costs. However, as this continues, we need to adjust our pricing in order to ensure pricing integrity across all Leica subsidiaries and to continue delivering the highest quality of products. The new prices will vary by product, but overall will generally reflect on average a 2% – 5% increase. Additional details include:
- All price increases will be effective on April 1, 2021 with the exception of the Leica M-Noctilux 50mm f/1.2 Black 11686, which will increase effective immediately on March 15, 2021.
- Items recently introduced, including the APO-Summicron-M 35 f/2.0 ASPH, Leica D-Lux 7 Street Kit, Q2 Daniel Craig x Greg Williams, and the APO Summicron-SL 28mm f/2.0 ASPH will not increase in price.
We are dedicated to creating products as exceptional as the photographers behind them and we thank you for being a loyal customer and member of our Leica Family.
Author:
Gannon Burgett
Source: Dpreview
