A new limited edition Leica D-Lux 7 007 spearheads the photography exhibition from over 60 years of James Bond films which will run for a month from today at the Leica Gallery in London.
Opening the archives
Since Bond’s on-screen debut in ’Dr No’ in 1962, photography has played a major role in his universe. Producer Michael G. Wilson, himself a keen photographer, has opened up the archives to show a selection of legendary Bond images, which will be on display at Leica Gallery London from 23 February until 21 March 2022.
New Leica D-Lux 7 007
Accompanying this exhibit, Leica is also releasing a D-Lux 7 007 special limited edition of its popular compact camera. It will receive an elegant exterior upgrade and will be accompanied by a range of exclusive accessories.
The Leica D-Lux 7 007 Edition’s camera trim is made from a high-performance, rhombus-textured material in a first for the range. The pattern is also repeated on the hand grip and wrist strap. The famous 007 logo adorns the top plate, and an automatic lens cap with the classic ‘gun barrel’ design has been fitted.
Limited to 1,962 pieces, the Leica D-Lux 7 007 Edition will be available at Leica stores globally as well as on the Leica website for an RRP of £1,750.00.
More on the Leica D-Lux models including the current D-Lux 7
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The Panasonic retails for exactly half the price in the US, that is quite a markup.. especially for a 5 years old camera… although we are not (yet) talking Lunar proportions here it remains IMHO hard to justify from a camera enthusiast point of view…
I suspect the buyers of the 007 LE will not be photographic enthusiasts but collectors of visible high end jewelry.
I totally agree. I don’t even see camera collectors buying this. I suspect there might be a significant market for James Bond gadgets.
Bond Lifestyle:
https://www.jamesbondlifestyle.com/news/leica-d-lux-7-007-edition
I’m with Brian here (well, mostly), I don’t want one, but don’t see any reason why Leica shouldn’t use this as a ‘life extender’ for the Dlux 7, which is a great camera!
Like Brian I fail to see why so many people object to Leica special editions – they top up the coffers for the R&D on their primary lines . . . . and you don’t have to buy one!
All the best
Designing manufacturing, and marketing, ‘bling’ editions of what are essentially outdated cameras, requires use of scarce resources – particularly human resources – which can arguably be better deployed elsewhere – thus diverting “bling spend $$$” into e.g., faster introduction of better professional quality cameras / lenses taking advantage of the latest technology. Even the addition of e.g., an articulated rear screen monitor could boost “proper Leica cameras’ sales” and increase market share of same. However, Leica Camera AG’s marketing people are maybe not fully aware of what their core customers really need and want from Leica’s core products.
An excellent opportunity for those who missed the Bathing Ape X Stash Limited Edition last year. And actually cheaper because you don’t need matching streetwear, or do you?
The key here Kathy is that you bought the DL-109 six years ago.
Hi, I think that the key is that this camera is adequate for most people. Kathy purchased version 6 of the camera enjoys it still. The version 7 available in black or silver recently took two positions, for the top selling Leica cameras for the past 10 years for MAP camera. Quite a few people must find it adequate. Most people do not need to have the state of the art sensors to capture images that never get enlarged to billboard size. Most of the people that buy the state of the art cameras buy them based on marketing and reviewer hype thinking they will take better images to post on the web.
Hence, this camera is more than adequate. If the buyer wants more technology they will buy something else. Hell, who knows, there could be people out there delighted with their “ancient” Leica X1 or M9 cameras.
If Leica can delight a buyer with this special edition then they are delivering happiness. All the more power to them for some marketing creativity that costs very little in resources and helps pay for jobs.
I missed stating that the cameras were in the top 10 selling cameras for Leica.
I have no issue with the camera per se. It’s a terrific little camera. I own a DL-109 and it’s very useful on the occasions when you don’t want to be obviously carrying a camera.
The rumors are that Panasonic and therefore Leica have stopped producing the DL-7 so this is a clearance sale without clearance sale pricing but a few pieces of added tat to distract you from that fact.
It’s a pity they couldn’t launch this LE when the last Bond movie came out…
I have the original D Lux Type 109 and still love it. I have taken it on European and Asian family holidays as my sole camera and have captured many great photos. I also commented recently how great this camera is for stealth shooting at concert venues that dislike “professional cameras”. So the technology may be 3-4 years old but it is still more than capable of taking great images. Not sure I would stump up the cash for the 007 version but happily paid the extra for the Leica version over the Panasonic as the build quality looked more robust for the body (lens looks the same).
Absolutely; I agree completely. I wouldn’t pay modern prices for a D-Lux 7, and certainly not for an 007!
Many people have commented that one can get much more camera for the money. I enjoy the Typ 109, but I’d take $1800 and buy a used Fuji X-Pro 2 for $1100, add on the Fuji M->X adapter at $200, and still have money for a Fuji prime lens.
I had a bit of a special circumstance: we returned from a long weekend to find our house surrounded by fire engines. Roughly half burned down. My M8 went for a 6 month spa treatment in Germany, and I found myself camera-less.
I knew I wanted to document the damage and rebuilding; I was in no mood to learn how to make a Panasonic GX1 work for me. I wanted a camera I knew how to use immediately. The Typ 109 can easily be made to pretend it’s a Leica rangefinder; within an hour I started getting the photos I needed.
I love James Bond and the next James Bond will look cool with this camera in a world class casino. But this is not for me. A special edition M11 Monochrom might be my cup of tea.😀
I do not know why so many people have to be so negative on the special editions. Leica would not make them if they did not sell and add more money to fund more products in a tough camera market. Personally, flogging Leica special editions is getting old and is just peeing on the joy of others. For example, people might dump on the new M6 film camera, but who knows, maybe even Jono would buy one.😉
Hi Brian….not really. I understand and appreciate Leica coming with a new film camera as noone else is doing that and it is a niche. But dressing up an old gen camera and selling at a premium is beyond me.
Also it is not even an original Leica camera, it is a Panasonic camera. Tomorrow if they rebrand the CL, that might still be understandable.
I guess my point is they could be doing so much more so I find it disappointing..
Why do you have a problem with it being a “Panasonic” camera? I love Panasonic cameras and Leica uses a lot of their technology or else they would not be as good as they are. People get so hung up on things that do not matter. This camera will exceed the capability of most people so if it makes the buyer happy that is great. Leica did not have to put any significant resources into this and they are selling inventory that would have maybe ended up in the landfill. Cheer up, you do not have to buy one.
I feel pretty much the same (though not about 007). I would guess i’s the old phrase ‘what the market will bear’.
So — I checked the market in the US. The D-Lux 7 is listed on sites B&H Photo and Adorama at US$1395. Both of sites are sold out. The equivalent Panasonic Lumix X100 ii goes for US$997, but is sold out too, though not at B & H. ebay has a few used of each; the prices are comparable or a few hundred more.
Apparently the market will bear a LOT. More if you add that red dot, and Leica quality control (possibly; see Thorsten Overgaard on Leica compact cameras for some discussion on that point)
I bought a mint D-Lux 6 Typ 109 from Adorama in 2017, for US$769. If I see something interesting outside my window, it’s the first camera I grab. I’ve no regrets.
Hi Brian, you got the wrong end of the stick. I never said I had any problem with a Panasonic camera (though I do with some terrible evfs on some m43 bodies, including this one) I’ve also said it is capable of taking good pictures.
My point is Leica picking an old gen camera, that is not even “theirs” and spending all their time in dressing it up, without adding any actual enhancement. They could spend that time in doing something new, or even bringing a Q2 in another avatar.
Let’s do a poll how many die hard Leica fans on this site will but this new James bond?
OR…you could get a SONY RX100vi…and get an extra 3mp and an extra 125mm focal length, save almost 4 ounces and about $900 USD…, and if you really need the OO7 logo, fake it and paste it on. The pictures will be just as good…guaranteed.
This is embarrassing to me as a long time Leica enthusiast. I just cannot figure what the originators of this weird limited edition were thinking. Who on earth will buy it? For that price you can buy an iPhone14 Pro Max which will probably take better photos and allow also you to watch streamed James Bond movies and do a 1001 other useful things as well as not make you look like a total prat carrying it around. And you’ll be way better off financially.
However if they’d included in the kit an original Dinky Toys James Bond Aston Martin model with working ejector seat and rocket launcher I’d rethink my position.
I think that was a Corgi model John.
BTW. Strong rumors surface again in the wake of the 007 LE that Leica are planning a Chris Martin from ColdPlay Special Edition for the Q2 which will have the body wrapped in kombu seaweed, with a spun lingonberry strap and “Viva la Vida’ engraved on the top plate next to the Leica logo.
I love that the DB5 didn’t need a vulgar 007 logo printed on the side in order to be Mr.Bond’s car of choice.
We had discreet style back then. Now we have to plaster toy-like logos on everything from bags to watches and cameras! Shame.If it was a real 007 edition it would have some secret, or useful in a pinch, feature.
And…why not look at a pre-loved Leica CL or TL2 with even the basic 18-56 or 23mm lens. You will be starting off in a much better place image wise, without the faux James Bond tat they’re bundling with this LE.
Might appeal to James Bond enthusiasts but the Leica D-Lux 7 007 James Bond Limited Edition is basically a badge engineered Panasonic Lumix LX100 Mk II (introduced August 2018) but with a ‘revised’ exterior and (for some) a lesser specification. The Panasonic LX100 Mk II has an arguably better specification including focus stacking, focus bracketing, 4K photo mode and ±5 EV AE bracketing. ‘Aware’ photographers / buyers will inevitably ask: “Why pay £1750 for a Leica D-Lux 7 007 James Bond Limited Edition when a Panasonic LX100 Mk II can be sourced for £719 , i.e., c. £1000 less?” For many it’ll likely be a ‘no brainer’ decision. However, those who do not follow PanaLeica developments and who have a little more pocket money will happily pay a premium price for their Limited Edition James Bond Leica camera.
I’m rather new to the Leica line, but searching ebay auctions, it seems to me that Leica has been producing special editions for some time. My elders are welcome to correct me on that issue, but right now, a “Leica M6 Gold Sultan of Brunei Kit” is on sale for US$25,000.
I admit the whole idea annoys me, and I really don’t care for the reference to violence on this model. But . . . I have a friend who is a brewer; he and partners have a heavy investment in the necessary plant, as well as a ‘tasting room’. True craft brewing is an expensive business (and right now with inflation and people less able to afford craft beer, a very precarious one).
His brewery offers all kinds of specialty beers, collaborations, etc. He refers to it as ‘low hanging fruit’ — a way to fund the basics of the brewing process. I don’t purchase these, but I understand the financial pressures behind them
I wonder if these specialty cameras, that I so deride, are the brand’s ‘low hanging fruit.’
Clearly for the man with the golden wallet, just the thing to release during a cost of living crisis, let’s bump a 007 monitor on a sun £1200 camera and almost add £600 to the tag.
I’m sure some will buy one, but I’m not sure who the audience is.
It’s another sad example of Leica becoming a luxury trinket company. I’m sure the new manager of the Leica boutique in London will know how to sell this based on her past experience.
But why didn’t they call it the James Bond Goldeneye Edition?
They could have at least fitted one of the latest gen sensors instead of using the very outdated sensor inside. I know it is still capable of taking good pictures but I fail to understand who this is aimed at. I would have thought about it if they put a new sensor and improved the evf. I believe the evf of that camera is poor too. I tried it briefly but was not impressed by the evf.
It’s not aimed at photographers but at rich consumers and with a license to kill.