Worn & Wound
Leica’s Latest Watch Collection is Here: Introducing the ZM 12
Sometimes when a new brand enters the ultra competitive watch market, it’s tough to know how seriously to take them. There are many, many upstart watch brands that come in hot and flame out quickly. We can all point to watches and brands that we’ve liked, seemed like a good idea, and then faded away, never to be heard from again. We can also, I’m sure, point to brands that have surprised us with their durability, and stuck around much longer than many would have initially thought. But that’s part of the game when it comes to independent watchmaking – it’s always a bit of a roll of the dice. These feelings got, well, complicated when Leica entered the watch market a few short years ago. Leica, of course, is a brand that we take very seriously at Worn & Wound. For some of us, it’s a brand that we truly revere for their contributions to photography and the truly exceptional cameras and lenses they produce. So it was tough to know what to make of their entry into the watch world. I think the fear for many was that their watches would simply be licensed products, Leica literally in name only, and produced by the lowest bidder in a manner that lets down everything else they make. In retrospect, it was silly to be so concerned. Leica, as a brand, seems to have a keen understanding that their products are associated with manufacturing excellence, and that this is a belief held even by those who have never owned or even handled a Leica camera. Their brand image is...
