Exclusive unboxing of Leica M Edition 70 at London’s Red Dot Cameras

Unboxing videos are legion, but this is an exceptional episode of unboxing. London Leica dealer Ivor Cooper, of Red Dot Cameras, had spent a full-month staring with impatience at a cardboard box from Leica. He knew what was inside, of course: nothing less than the Leica M Edition 70. Yet, despite the temptation, he decided to leave the unveiling until a special occasion. Accordingly, on 30 May 2025, the brown box was opened before an exclusive audience of enthusiasts from The Leica Society.

The founding of Red Dot

Members of The Leica Society (TLS) were invited to hear Ivor’s life story, ranging from selling cheap cameras in the Brick Lane street market, to over 30 years in photographic retail.

Eventually, in 2008, during an interlude in his career, he spied a small shop in Old Street, mortgaged the house and moved in as Red Dot Cameras. And, eighteen years later, this store (which is now round the corner in Goswell Road, in the City of London) is one of the foremost Leica stores in the world.

Furthermore, it’s certainly an unusual Leica store, quite unlike the rather vanilla official stores. Its shelves are stocked with hundreds of vintage cameras and all manner of accessories, rubbing top plates with Leica’s latest finery.

Rare treat

To celebrate the visit of TLS members, Ivor laid on a rare treat — the unboxing of the new Leica M Edition 70 commemorative set, based on the current Leica M-A, one of only 250 examples manufactured. The company built the camera to recognise the 70th anniversary of the introduction of the Leica M3 in 1954.

Inside the brown cardboard box was No.129 of 250 examples, and we were there to watch as Ivor revealed the contents.

This beautiful set consists of a platinum-plated Leica M-A, a matching retro Summicron-M 50 Summicron lens and, even, a finely machined screw-top aluminium film canister (thoughtfully filled with a roll of Kodak Tri-X). The M-A, which is in serial production, is the nearest modern enthusiasts can get to the M3, but with a few improvements.

But one of the most interesting aspects of the set is the inclusion of a matching Leicavit winder. The serial Leicavit was discontinued several years ago. What’s more, existing examples subsequently achieved collector status and are listed on the internet at outrageous prices, some over £6,000. But used examples are regularly fetching at least £1,500. However, last year, at the time of the announcement of the commemorative set, it was rumoured that the Leicavit could again go into production.

Seducing

It is an extraordinarily beautiful camera according to any Leica enthusiast. Even strangers will not fail to be seduced by the gleaming chrome finish. It’s a complete set, including a fine leather strap, and is ready for action. This special edition is indeed a fitting successor to the 71-year-old Leica M3.

It’s unfortunate, as Ivor pointed out, that this camera will probably never be used. The film will never be loaded, the shutter never pressed. The wonderful platinum-plated Leicavit will never have the chance to advance a frame.

This is purely a collectors’ item, and No. 129 will spend its long life out of sight, unused and protected from harm. The clue is in the white gloves which Ivor used when performing the unveiling. Even the film is sacrosanct. During the unboxing, the Tri-X was revealed inside its screw-top canister, then quickly resealed as tightly as Tutankhamen’s burial chamber. It will probably never see daylight again, especially not as long as this camera continues to rise in the scale of value.

Keep it for a lifetime

What a pity, you will think. But if you have been lucky enough to bag one of these sets, which cost around £20,000, there is absolute sense in keeping it out of circulation and holding on for a lifetime. It will grow in value as the years go by, and one day will feature in one of those Leitz auctions, fetching an extraordinary sum.

If you were to buy one as an investment, it’s a pretty safe one — although the full complement of 250 have been sold. Buyers have even signed an agreement not to sell for at least two years.

But if you really want the experience of using such a wonderful back-to-basics film camera, buy a serial M-A, a used Leicavit and a complementary lens. It’s not quite the same, but the experience will be similar. Meanwhile, keep the Centenary set in the safe if you are lucky enough to have bagged one.

And here is Ivor, caught in the act

More reading

The unboxing photographs and the image of Ivor Cooper were taken with the Leica M11-D and APO-Summicron-M 35 f/2.

Share your views on this special edition — and on Leica special editions in general. Add your comment below.

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