Leica and Formula 1 Release Special Edition Camera

The brands have launched a luxury camera inspired by the aesthetics and high-performance world of racing.

Updated on Oct. 21, 2026 in Motorsports

Bold vector editorial illustration of a high-end camera on a carbon-fiber surface, evoking the technical precision of professional motor-racing photography. — Leica and Formula 1 have launched the new Q3 43 Formula 1 Edition camera, a luxury device designed for professional racing photography. AI Illustration. Upload story photo >

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Leica and Formula 1 have entered into a licensing partnership, debuting the Leica Q3 43 Formula 1 Edition camera. The device was introduced during a launch event in Los Angeles featuring Jenson Button and Ariana Bravo.

Why it matters

This partnership leverages the shared history of both brands in documenting Formula 1 racing. By collaborating, Leica aims to expand its reach toward the younger audience demographic currently associated with the sport.

The Leica Q3 43 Formula 1 Edition carries a $9,950 retail price point and draws on a 76-year shared history between the brands. The camera features a unique carbon fiber finish and a steering wheel-inspired body design.

The players

Jenson Button

He is a former Formula 1 World Champion who participated in the product launch event.

Ariana Bravo

She is a notable figure who joined the product introduction in Los Angeles.

Phil Hill

He was a championship-winning racing driver known for using Leica equipment to document the sport.

The details

The specialized camera includes a unique Formula 1 display mode integrated directly into the viewfinder. Its design is intended to assist photographers in capturing the specific atmosphere and technical details found around a professional race track.

1961: Phil Hill won the F1 World Championship using a Leica M3 camera.
October 20, 2026: Leica hosted the camera launch event in Los Angeles.

Season Trajectory

This collaboration builds upon the historical precedent set by Phil Hill's 1961 F1 World Championship documentation with the Leica M3. It signals a shift in how the sport leverages heritage branding to increase engagement across the global racing season.

Interested consumers can now access this high-end photography gear that integrates racing-specific display modes. Collectors should note that the device is specifically engineered for track-side documentation rather than standard hobbyist use.

The takeaway

The intersection of luxury optics and professional racing highlights a growing trend of premium lifestyle products tied to major sports franchises. Fans of both fields may appreciate how the device aesthetic mimics the tactile design of a racing steering wheel.