It’s the camera manufacturer that documented the moon landing. Its build quality and design are one thing, but the images it takes with its Sony sensor and lenses are truly one of a kind. In this video, Business Insider breaks down why it’s so expensive, and gives a rough estimate of how many they sell each year.
The assembly and testing are all done by hand. That’s not common in the world of camera production. Each part of the camera is put in place by a specialist. The sound, friction, and feeling of pressing the shutter button are all tested to give the photographer that feeling which they believe is worth the money.
It’s not a camera I can afford, and I don’t believe I’ll ever buy one, but I do understand the value of quality in the images it produces, not only in the medium format size of the sensor, but also in the color science and attention to detail with regards to matching reality.
The cameras are used in fashion and the documentation of art catalogs. Color is crucial here, and according to the video, there’s no other camera like it. This was always up to the film producers back when film was the only option, but now with sensors in the camera, it’s companies like Hasselblad that see the value in their products, and then the thousands who buy the cameras and lenses every year.