Leica Watch Department Strategy and Future Plans
Leica's watch division, established in 2015, aims for greater brand recognition and integration within the company's luxury portfolio. While current models like the ZM1 and ZM2 draw direct design cues from Leica cameras for existing customers, newer lines like the ZM11 and ZM12 offer more conceptual links to photography for a broader audience. The brand is planning a more affordable entry-level model to broaden its appeal beyond high-end collectors.
Leica's watch division began in 2015, making it a relatively new addition to the brand's over 100-year history.
Leica does not produce its watches end-to-end, relying on external suppliers for movements and components, but maintains full control over the design.
The ZM1 and ZM2 models are designed with direct visual references to Leica's best-selling cameras, appealing to existing Leica camera enthusiasts.
The ZM11 and ZM12 models are conceptually inspired by the world of photography, targeting a potentially wider audience.
Leica's Managing Director for Watches and Accessories, Henrik Ekdahl, aims for watches to be recognized as a significant product area within Leica, contributing to the brand's luxury positioning.
The brand is developing a more affordable entry-level watch line, targeting a price point between €5,000-€6,500, to attract customers unwilling to spend upwards of €15,000.
To achieve the lower price point, Leica is considering using more accessible movement suppliers like Sellita or ETA, moving away from Lehmann (for ZM1/2) and Chronode (for ZM11/12).
Leica is exploring bringing more production in-house, potentially leveraging its expertise in glass production for watch crystals and its capabilities in metalworking for cases and leather for straps.