Why in the world is Leica making watches?

Luxury marques attempting crossovers into the watchmaking world isn’t new. Think Hermes, Bulgari, and Van Cleef & Arpels – longstanding craft and jewellery houses who have, in recent decades, strove to carve their own niche in the notoriously insular watch business. While the aforementioned companies boast histories in the accessories trade which, by association, is a distant cousin of the horological industry, the move by renowned camera brand Leica to offer its own line of high-end watches in 2018 was an altogether more surprising affair.

Even so, Leica is feeling optimistic about its crossover potential. The watches are just the beginning, says Jérôme Auzanneau, managing director of Ernst Leitz Werkstätten, the camera brand’s lifestyle division formed, also in 2018, to explore product expansion opportunities. Auzanneau suggests that besides watches, the brand will be looking at offering other craft-based luxury products. “Things that highlight Europe’s heritage of luxury craftsmanship.”