Leica Partners Up with Chinese Electronics Giant Hisense to Produce Laser TVs

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Leica is coming off of its best year – ever – in terms of making money and the company shows no signs of slowing down in its march to expand its powerful brand into related fields.

person holding black and gray Leica M6 camera
Person holding black and gray Leica M6 camera. Photo by Ehimetalor Akhere Unuabona

Today, the German optics giant announced a partnership with Chinese electronics firm Hisense to make laser TVs in what is sure to come as a surprise to some of the company’s fans but that is really not that shocking when you consider Leica’s strengths.

And, according to the press release announcing the whole project, this isn’t exactly new territory for Leica.

“For Leica Camera AG, the projection market is a familiar environment. More than 50 years ago, the Leica Pradovit line was already part of the product portfolio, first as an analog projector and later also in a digital version. Based on the company's high level of innovation, many years of experience and know-how, and the highest demands on optical performance and image quality, entry into the segment of Laser TV devices is a logical next step in the direction of new technologies and other markets.”

When can we expect to see the first fruits of this joint collaboration?

The Leica Cine 1 will officially debut at the Berlin IFA, held September 2 through 6 this year.

Hisense is no slouch in the laser TV market, either, boasting of some 1700 patents according to the press release.

Why TVs exactly?

CEO of Leica Camera AG Matthias Harsch commented, “Home cinema entertainment is a rapidly growing market and the expansion of Leica's product offering in this segment represents a promising opportunity to delight new customers with Leica premium products. As the technology and market leader in the field of Laser TV systems, Hisense is the ideal partner to transfer the potential of high-definition 4k movie productions into a stunning home cinema experience. We are pleased to present the Leica Cine 1 at IFA, the first Laser TV with the superior quality Leica is known for.”

Are you a Leica fan? What do you think of the company’s various forays into smartphone cameras and, now, laser TVs? Let us know in the comments.

We have some other photography news at this link right here.

[PR Newswire]

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