Hasselblad's Ridiculously Expensive Mirrorless Camera At Least Looks the Part (UPDATED)

Hasselblad, a company known mostly for making professional medium-format film and digital cameras, announced its plans to release a small mirrorless camera meant to bring the coveted Hasselblad name to a broader market. The project is dubbed "Lunar," possibly because it costs as much as a moon rock.

Though Hasselblad has only released illustrations of the Lunar, it is scheduled for release in the first part of 2013 for around 5000 Euros, or over $6500 USD. Yes, that is a shit ton of money.

What can Hasselblad possibly offer for such an extravagant price? The specs look to be mostly standard fare for a high-end mirrorless, with a 24.3 MP APS-C sensor, full HD video recording, and a 3" display. What really jumps out as a wallet-busting attribute is the set of materials the Lunar rocks. Hasselblad claims it is using carbon fiber, titanium, wood, leather, and—wait for it—GOLD. Yeah, GOLD.

Hasselblad's Ridiculously Expensive Mirrorless Camera At Least Looks the Part (UPDATED)

Clearly Hasselblad has a different idea from most concerning what accessibility is in terms of price. While Leica seems to have cornered the market for people looking to spend $7000 on a small-ish camera with their M series full-frame rangefinders, Hasselblad is going to have a lot of work to do convincing people that there is a reason to invest in a Lunar beyond sheer rich-guy appeal.

Check out the full press release with specs here.

UPDATE: Various sources on the ground at Photokina 2012 have confirmed that the Lunar is pretty much a $1200 Sony NEX-7 on the inside, including the same sensor and lens mount compatible with E and A lenses. It looks like Hasselblad just hurled some disgusting opulence on the outside and is charging a fortune. Check out photos of the camera at PetaPixel and PopPhoto.

[Hasselblad USA]