NRx Camera

On Wednesday, Leica announced the Leica M10-D. From the outside, this digital camera looks exactly like an analog film camera. Perhaps a little bit too much.

My little corner of the office has been buzzing this morning around the ridiculousness of the newly announced Leica camera.

Leica, for those that don’t know, are a sort of photographer’s Holy Grail make of camera. They are used by many of the most famous photographers in the world, throughout the medium’s history, and their prices reflect their reputation. This little thing, for instance, will set you back £6,500.

Whenever I think about Leica, I think of preppy documentary photographers I knew as an undergrad who’d flash them around after we all watched a documentary about William Eccleston hoarding 300 of them.

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They’re that sort of luxury, incredible, undeniably beautiful item that only arseholes seem to own.

Leica, it seems, know their audience all too well and so they’ve just announced this new gold standard of cuntbait, their new model digital camera, the Leica M10-D.

It’s a top-of-the-range digital camera for analogue purists that’s £500 more expensive than the standard model for the luxury of having less stuff on it.

The Leica M10-D brings the unique experience of analog photography back into the digital world. While modern photography encounters an overwhelming number of features and functions, the M10-D is a bold statement of a conscious focus on the essentials of both the philosophy and function of photography.

With no rear display, minimal yet effective controls, and an extremely quiet shutter, the Leica M10-D focuses on the desires of many photographers to concentrate solely on the act of making pictures. In place of the screen, it offers a mechanical on/off switch with dedicated Wi-Fi shortcut and a dial for direct control of exposure compensation.

The absence of a display makes the M10-D look much like its analog forebears, and an integrated fold-out thumb rest atop the camera completes the analog look while improving handling. Aesthetics aside, the Leica M10-D by no means limits itself to analog austerity. Its ability to pair with the Leica FOTOS App provides all the capabilities offered by a modern digital camera of superior quality and truly exceptional charm.

That’s right: the NRx camera is here!

Shoot me in the face.

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