Hasselblad's Ridiculously Expensive Mirrorless Camera Certainly Looks The Part

Hasselblad, best known for its professional medium-format film and digital cameras, announced its plans to release a small mirrorless camera with the intention of bringing the coveted Hasselblad name to a broader market. The project is dubbed "Lunar" -- possibly because it costs as much as a moon rock.

Although Hasselblad has only released illustrations of the Lunar, it is scheduled for release in the first half of 2013 for around €5000, which is more than $6200 in Australian currency.

What can Hasselblad possibly offer for such an extravagant price? The specs look to be mostly standard fare for a high-end mirrorless camera, with a 24.3MP APS-C sensor, full HD video recording and a 3-inch display. What really jumps out as a wallet-busting attribute are the materials wrapping the Lunar. Hasselblad claims it will have carbon fibre, titanium, wood, leather and -- wait for it -- GOLD. Yeah, GOLD.

Clearly, Hasselblad has a different idea from most concerning what accessibility is in terms of price. While Leica seems to have cornered the market for people looking to spend $7000 on a small-ish camera with their M series full-frame rangefinders, Hasselblad will have to work hard to convinceg people that there is a reason to invest in a Lunar beyond sheer rich-guy appeal.

Check out the full press release with specs here.

UPDATE: Various sources on the ground at Photokina 2012 have confirmed that the Lunar is pretty much a $1500 Sony NEX-7 on the inside, including the same sensor and lens mount compatible with E and A lenses. It looks like Hasselblad just hurled some opulence on the outside and is charging a fortune for it. Check out photos of the camera at PetaPixel and PopPhoto.




    this is just asking to be rolled

    camera PORN !!!

      I just cameragasmed. Drooool

    That is the most pretentious looking camera I have seen in a looooooong time

    Some commentators have likened this to Rolex watches. The Rolex is gaudy and pretentious but the ones not made in China are well made. This is just plain ugly and it is based on a very ordinary camera. The Leicas are sometimes based on outdated technology but the are beautifully built and beautiful.

    That's CHEAP, are you even aware of medium format camera prices???

    The H3D costs 24 grand.

    The D4 and 1DX are both at the 6K range as well.

      the camera is said to have an aps-c sensor

      ...and if it had a medium format H3D or H4D chip in it it would be cheap at $6200....but as article says, it has the same aps-c chip as the Sony NEX-7.... its a crazy price for an elitist, style based camera that likely wont out perform kit at a fifth of the cost. Sorry I buy cameras for image quality not for gold, wood and carbon fibre bodies.

    As a design exercise it is great, I would love to have one but alas I am not a 1%er.

    very ugly... very overpriced Sony NEX...

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