Founded in 2010, Xiaomi is currently the third largest smartphone manufacturer in the world. Since its founding 12 years ago, Xiaomi has pursued the mission of “tirelessly creating amazing products at fair prices to enable the world to enjoy a better life through innovative technology”, and the company’s smartphones and other products are sold in more than 100 countries and regions. around the world. With great R&D strength and continuous, long-term investment in technology, Xiaomi has become a leader in technological innovation in the areas of consumer electronics and smart manufacturing. And in the field of photography, based on its long-standing technical focus in optics, chips, algorithms, etc., as well as a deep understanding of mobile photography, Xiaomi provides an amazing photographic experience, including portraits, night scenes and shots.
For more than 100 years, Leica Camera has been creating lightweight cameras preferred by the pioneers of street photography as well as world-class optical lenses, continuously fulfilling the passion of its own photographic community. With ingenious optical engineering and incredible build quality, Leica cameras, recognizable by their red dot branding, are German engineering at its best and continue to attract new generations of consumers who strive to achieve the “look of Leica photography” and own these designer masterpieces. In addition to making precision devices, true masterpieces for photography, Leica also brings together world-renowned photographers and new photographic talents.
Xiaomi and Leica share ideas on mobile photography. Both companies, through extreme technological discoveries and the search for aesthetics, want to continuously explore optical performance and photographic experience in the era of mobile photography.
“Xiaomi is focused on creating a superior user experience and has always hoped to explore the possibilities of photography on a smartphone to the fullest. Xiaomi and Leica agree on mutual efforts and ideas and value mutual benefits and industry. This collaboration will provide a strong impetus to Xiaomi’s mobile photography strategy “During the collaboration – from optical design to fine-tuning aesthetic orientation, innovative technologies, product philosophies and photo preferences – both sides experienced an incredibly deep fusion,” said Lei Jun, founder, president and CEO of Xiaomi Group.
I am honored today to announce a long-term strategic collaboration with Xiaomi. Both Leica and Xiaomi are prestigious global brands and during this amazing process of deep collaboration, both sides have worked successively to create a new era for mobile photography users. “We will provide customers in the field of mobile photography with exceptional photo quality, classic Leica aesthetics, unlimited creativity and open a new era of mobile photography,” adds Matthias Harsch, CEO of Leica Camera AG.