The CEO Diary with Fexingo · 2026-07-20 · 13 min
In this episode of The CEO Diary with Fexingo, Lucas and Luna explore how Leica Camera AG survived and thrived despite the digital photography revolution that killed film giants like Kodak. They trace Leica's strategy from the 1970s through 2026: betting on prestige optics, cultivating a luxury brand, embracing mirrorless technology with the Leica SL system, and creating a $6 billion valuation without mass-market volume. The hosts discuss specific decisions like keeping manufacturing in Germany, limiting production to preserve exclusivity, and partnering with Panasonic and Sigma to maintain R&D edge. A key insight: Leica's average selling price of $5,000 per camera body versus the industry average of $300 shows how a company can win by not competing on price. The episode also touches on CEO Matthias Harsch's 2020s leadership and the launch of the Leica M11-P with content credentials to fight AI-generated images. Perfect for business leaders, photographers, and anyone interested in brand strategy.
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