F1 breaks into unexpected market with ‘inspired’ new product and partnership

Formula 1 and German optics manufacturer Leica Camera have launched the Leica Q3 43 Formula 1 Edition camera, marking the first release from their new licensing partnership. The special-edition camera is priced at 9,950 US dollars, 7,300 British pounds, and 8,500 euros, and it will be available through Leica Stores, the Leica Online Store, and specialist retailers.

The camera's design incorporates motorsport-inspired features, including non-slip microvelour covering modeled on a racing steering wheel, carbon fiber handgrips, and Formula 1 branding. It also features a custom high-contrast color profile for track photography, forming part of F1's broader consumer licensing expansion that includes deals with Hasbro, Lego, Mattel Hot Wheels, and Topps.