New Hasselblad Lunar limited edition camera announced

Hasselblad announced another Lunar limited edition camera. Only 200 pieces will produced. Shipping will start on January 31st and the price will be €7,200 (around $10,000). Read the press release, it's entertaining:


The camera Hasselblad has made for just 200 aficionados

Hasselblad has announced the launch of a brand new camera - but only 200 people in the world will ever get to own one.

The Hasselblad Lunar Limited Edition, bristling with latest capture technology and crafted in lightweight titanium, boasts a sumptuous, unique red Tuscan leather grip; a black leather shoulder strap accented with red stitching and an exclusive PVD matte gold-treated top plate - and comes with a  'before tax' price tag of €7,200.

Hasselblad has timed the launch of the latest edition in its highly popular Lunar range to coincide with Chinese New Year (Jan 31st).

Said Hasselblad CEO Ian Rawcliffe: "We wanted to celebrate what, coincidentally, is also known as The Lunar New Year, with a unique and iconic limited edition camera which we believe will be revered as a true example of camera art by photo-connoisseurs and collectors across the world. Only two hundred have been developed in our Italy-based design centre and the exclusive red and gold colours on the grip and body underpin the traditional Chinese belief that these shades represent good fortune and joy.

"Our Lunar mirrorless, interchangeable lens camera range embraces all the advanced technology found in top DSLR models and each unit in this latest Limited Edition version is offered sequentially numbered."

He added: "This is a unique opportunity for a very small number of discerning photographers who want high-spec shooting capability linked with matchless Italian craftsmanship in a point and shoot camera, to invest in a photo-capture icon."

The feature-rich 24 megapixel Hasselblad Lunar Limited Edition camera incorporates Full HD Video capability and bundles with a black E-mount 18-55mm lens. The camera's wide range ISO sensitivity allows the user to shoot in almost any light. The unit's special PVD (Physical Vapour Deposition) finish provides hardness that is second only to diamond.

Hasselblad's Lunar range, first launched last year, was inspired by the company's first camera in space - the now legendary Hasselblad 500C.


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  • Neil

    It’s hard to imagine they’ve sold any of these Sony re-brands. But PT Barnum is right: a sucker born every minute.

    • CP

      It’s probably sold to the same people that buy these monstrosities (and note the cheapest speaker on this list is $100k which makes the Lunar look like chump change):

      • bjrichus

        I’ll take a Cessaro Omega1 for the bedroom.

    • jk

      at least sold a few cause my clients bought it in Tokyo and HK.

      oh and I personally love their Stellar camera and actually got it.

      • Neil

        Why not just get the real Sony version for substantially less?

      • I pity you

        I can’t tell if you are troll or just the biggest moron in photography?

  • markz

    sorry folks, show’s over go home.
    money grabbing irony has strangled sincerity and Elvis has left the building….

    honestly how can you follow up this sort of news?

    what can you do when what was once the pinnacle is now just a nudge nudge wink wink pisstake?

    what can you say when premium no longer has anything to do with ability to perform what would seem to be it’s primary function and rather about how much cash someone voluntarily going to spend to be willingly taken on a ride just to show to the rest of the world that they want to show the world that they just tore up their money and then pissed it down the drain?

  • vamzen

    Limited Iron Man Edition?

    • Andy

      You took the words right out of my mouth.

    • arachnophilia

      someone had better tell hasselblad that tony stark is a fiction character, and shouldn’t be their target demographic.

  • Hubertus_Bigend

    Really, I don’t understand the complaints. Of course, the camera itself is a modified NEX-7 and, as such, nothing all too special; it didn’t warrant even the “normal” price to begin with. But tell me, where else do you get an “18-55mm lens”? And more than that, it’s even a “black” one!!

    • Dave

      Pay me $1000 and I will paint one black for you exclusively.XP

    • longzoom

      This lens is so-so on 12-16 MP, and real garbage on 24 MP. I think the stock keepers of Hassy should limit an extra wine drinking by Hassy guys, LOL!

  • saywhatuwill

    Nice! 49er colors. I’d be rockin’ that at the Niner games. Too bad it’ll cost so much.

  • Weasel

    A good marketing ploy. Launched to coincide with Chinese New Year, in the red and gold colours believed to be ‘lucky’. With the number of newly affluent Chinese citizens with money to burn on a ‘status symbol’, but no real interest in or knowledge of photography, you can see who will be snapping up these 200 limited edition over-priced lemons.

  • Dr. Evil

    Muhahahaaaa, muhahaha!!! Hasselblad guys, please stop, I can´t take it anymore… Hehehe, muuuhehehehe…!!!

  • Martin Kozák

    The yellow color is really ugly. I’d expect something more goldish…

  • Dpablo unfiltered

    Oh, I think I missed the boat. I need to go look at the local hobby shop for some plastics and some spray paint…

  • Mike

    Somewhere, a Chinese factory worker who made this is will see the price and ask, “I can buy 3/4 of a bag of rice for what I make in an hour and they are selling this for how much?” Those Swedes must have Viking balls to sell this camera for that money. Put an Otus on there and maaaaaaaybe. But 18-55?

  • Z

    Just when you thought it couldn’t get any worse …

  • Richard

    I can’t stop laughing

  • it’s a way of saying that you have the ugliest or the ugliest bunch, an utter exclusive one.

  • malchick743

    Excuse my ignorance but what’s the point of this limited edition??

    • Ronan

      To make quick money.

    • Morris

      to fool a few billionaires ?

    • johnny

      Those are probably rebadged overstocks. That’s why they are ‘limited’.

      • markz

        that would assume that most of the original stock sold…

        … that is really demoralising man, really demoralising

  • LeicaVirgin

    oh not again…

  • TinusVerdino

    Vivitar, Polaroid, Hasselblad….. Three brandnames down the drain

    • jk

      yeah Leica and Phase rule the world.

  • jk

    this one is really ugly ,even as a long time HB fan I have to say they seem to digging their own grave with Canon and Nikon by releasing too many cameras of dinosaurs.

  • Ronan

    The sad thing is this will sell instantly to the Chinese millionaire/billionaire community…

    • BdV

      Yes, they can keep on producing stellar editions every lunar new year. Looking forward to the 2015 year of the sheep’s design.

  • FDF

    Wasn’t one award for the worst camera of the year enough for Hasselblad?

  • Morris

    i’m saving for the Limited’+’

  • Morris

    i’m saving for the Limited’+’

  • Camaman

    McDonald edition!

  • ddd

    The Hasselhoff Lunatic still in the news? What’s the point?

  • Little Timmy

    Hasselblad stop making these cameras please

  • Jiachen

    They really think they can sell 200 units? Lol…

  • Scared by Hasselblad

    Who buys this shit?

  • Michael

    I’ve been having a tough day at work. This keeps making me laugh.


    It reminds of the yamaha mt01-sp colors which are nice : white, red and gold.
    But on a camera…

  • HassyFailure

    Are there truly Dumb Ass Folks who don’t know this is a Sony Camera with some wood glued on? Are there people vain enough to buy this? Hasselblad you are a CF…Colossal Failure.

    • jd

      Sony shares equal blame for trying to pawn off nex7’s for this bullshyt.

  • Zony

    Thank goodness for this model. I was worried that that the Ugliest Camera of the Year award would be difficult decision…

  • Wilbarr

    Geez. Sell a film scanner for less than $20k. No. That would be too easy.

    • markz

      if only they would sell their scanners for under $20k (x5)/$10k (x1)… I’d be all over a sub $5k flextight for pano MF and 4×5 scanning

  • Mikko Moilanen

    Have to say this made me sad.

  • jd

    I just put a piece of electric tape over the Sony logo on my Nex7. And I just changed my mind about buying the A7. F these people.

  • Zoron

    $10,000 for this…..Nikon DF now looks really good now..

    • johnny

      Totally agree. DF looks terrible to me.

  • DragonTesticle

    Put in a little hot rod red and gold… match the iron man suit.

  • Hustling & Bluffing Co. LTD

    oooh look, it’s a Hustlebluff, so chic and kitsch, take my arm already! XD

  • Fredus

    200 of these……$2,000,000……..woww big profit…money out of thin air

  • fjfjjj

    When a Swedish company rebrands a Japanese camera in Italy using lucky Chinese colors, hilarity ensues.

  • Franklyn

    Hassleblad clearly trying defend its ‘worst camera of the year’ title.

  • Andy

    Wow, to think this is the same company that made beautiful, precise and highly desirable cameras like the 500 CM. This has to be the biggest crash and burn for photography in 2014.

  • xt

    for our spring festival? it is the first time i feel that we Chinese are so rich..

    • TheInconvenientRuth

      I’ve been living in China long enough to know that anyone would rather have the money stuffen in a nice ltille red/gold/envelope than this monstrosity. It is almost an insult to the Chinese to think that it will sell simply because it is red and GOLD….
      Can’t wait for the St. Patrick’s day Limited Edition…

  • jairplane

    It’s really a sad story. Destroying such a brand as Hasselblad with these rather cheap ploys to earn a meager 2 million. Killing a legendary brand should be considered a crime.

  • jordan

    What an apt name. Put this camera into Lunar orbit soonest; it doesn’t deserve to be on this earth.

  • Les

    They are making 200. Count on 50 being giveaways, demos and press cams. The rest will be forced on dealers. They’ll be on display for a year or so, and whatever’s left will be quietly sold-off at a massive discount.

    Doesn’t sound like a get-rich-quick scheme to me. They may break even if they can move 100 of these close to list price. The main purpose of this camera is to make the regular Lunar seem almost reasonably priced.

  • Ahmad Al-Joboori

    Pure Humiliation

  • TheInconvenientRuth

    “bristling with latest capture technology” Really, Hasselblad? Really? Or do they qualify new batteries as ‘latest capture technology’.

    This latest version, won’t sell more than 5.., they’ll take the remaining stock back, ponder the color scheme and re-roll them out a year later with a Ferrari badge hot-glued on the top plate on the right and launch them them for $15,000 a piece. Wanna bet?

    Hazolblud stahp.. wht r u doing…
    Y R U doing dis? Pls Stahp!

    Such Ugly
    Much eyesore
    Many disgust


    epic fail

  • stefmusic

    that is one heck of an ugly camera. my god. the designer should be fired

  • Gringolds

    Looks like a McHassy…

  • Gravande_medborgare

    A modified Swedish saying; “Up as a moon, down in a Chinese sinkhole”. Victor must really be crying in heaven.

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