Hasselblad is teasing a new product launch taking place this week, promising something that will provide “inspiration in every detail”.

A blast of emails has been sent to subscribers by the Swedish luxury manufacturer, featuring an image of a camera and lens, and announcing a “product launch” scheduled for Wednesday, September 07 at 09:00 a.m. EDT / 2:00 p.m. GMT / 11:00 p.m. AEST.

Looking for the best Hasselblad camera? look no further (opens in a new tab)

At the same time, messages were published on the Hasselblad Facebook (opens in a new tab), Twitter (opens in a new tab)and instagram (opens in a new tab) accounts, reiterating the date and promising a “live event,” along with the same image and tagline.

Links in emails and social media posts all point to the official Hasselblad website, where visitors are greeted with the photo and information above.

What can we say about the teaser? The body appears to be the same design as the existing Hasselblad X1D 50C (opens in a new tab) and Hasselblad X1D II 50C (opens in a new tab) cameras. The lens has a distance scale and what appears to be a focusing ring as well as a physical aperture ring.

It also wears a badge with the Hasselblad V System logo. It should be noted that Hasselblad X1D cameras support the manufacturer’s mirrorless X System mount, not V System lenses (although they are compatible using an adapter).

The Swedish company hasn’t released a new camera since 2020 when it launched the Hasselblad 907X 50C (opens in a new tab) – which we consider to be one of the best medium format cameras (opens in a new tab)thanks to its modular and utterly beautiful design that pays homage to traditional Hasselblad bodies while supporting state-of-the-art X System glass.

Whatever the manufacturer has up its sleeve, it’s sure to be of the same top-end performance (and, no doubt, top-end price) we’ve come to expect from one of the most iconic and trusted brands. industry ambitions.

Luckily, we won’t have to wait long to find out what it is…

Read more:

The best Hasselblad lenses
(opens in a new tab)The best professional cameras
(opens in a new tab)The best mirrorless cameras (opens in a new tab)

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