What it does well is show the reverence and craftsmanship that is applied to the manufacture of its products. You will get the feeling that your new purchase has been lovingly hand-worked - just look at all that filing! In white gloves, no less.
But what does it actually say about the brand? That the most important thing they can say about their new product is how they make the case? This is especially relevant when you realise that this is a largely electronic device and the electrical components and its new lenses, the basis on which Leica has made its name, are manufactured in Japan.
There is no mention about image quality, product features, ease of use, etc.
But maybe that is exactly the point. This is not just a camera: it's a Leica. It's all about the brand. I suspect there will be some customers for whom the technical details are irrelevant. Possessing the brand will be much more important. Not too dissimilar to that other well known computer, mp3 player and mobile phone manufacturer, which sells very expensive products that perform as well as any other (and I m writing this post on a Macbook).
Is this a direction other brands should adopt? If you can distil the essence of your brand to one or two key attributes - like craftsmanship - then it could work. The key is to identify those attributes that are hard or impossible to imitate (a Japanese brand could not claim this level of hand-working) and be able to demonstrate the proof of these attributes.
By the way, the new camera costs an eye-watering £1,350. Lenses are extra. Other Leica products can cost considerably more.
P.S. The company also produce a digital camera that only shoots in black and white. No, I am not kidding.
