Leica’s U.S. boss says F1 ‘goes at incredible speed’ and photography helps ‘stop the moment.’ Now they’ve made $10,000 camera together
Leica’s U.S. president Mike Giannattasio says the camera maker and F1 share an obsession with craftsmanship—and the same collectors.
Formula 1's president of Leica Camera North America, Mike Giannattasio, says the sport's fast pace and photography share a bond. Both have intricate pieces that require mastering, and there's a shared desire to capture the "decisive moment." This connection led to a global licensing deal announced on Tuesday, making it Leica's first official tie-up with Formula 1.
The collaboration includes a special-edition camera and events at the United States Grand Prix. The camera in question, the Leica Q3 43 Formula 1 Edition, is made of carbon fiber, just like modern race cars. It features a black body with a racing steering wheel design and red accents inspired by F1's control color-coding. Giannattasio believes the camera's design needs to be iconic and recognizable, while also retaining the quintessential Leica feel. The special edition camera will retail for $9,950.
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