Lenny Kravitz, flushed with the success of his Leica special edition, is now lending his name to Dom Pérignon. This special edition features a box that turns into a champagne bar. I’m grateful to John Shingleton for this clipping from the Australian Financial Review.
Reading the article, however, it’s clear that Leica missed a trick. They could have made a gift box that turns into a candelabra and a bespoke darkroom.
Scoff we might, but I’m told by several readers that Leica’s special editions are good for business and are therefore A GOOD THING.
While no reader (to my knowledge, or they are keeping it quiet) has rushed out to buy a Kravitz special or another of the recent editions, they recognise that if they help keep Leica in business, it’s worth a cringe or two.
Who knows? Perhaps special editions are keeping film alive. We are always hearing rumours (vigorously denied in Wetzlar) that film cameras are on death row. While I don’t think a demise is likely in the medium term, if at all, it could well be that the dosh earned by special editions is the absent straw that keeps one division (at least) on its feet.
So come back Lenny, all is forgiven. Raise a glass of Dom Perignon and look forward to a profitable Leica Camera AG.