WETZLAR, Germany (ots/PRNewswire) – As part of its strategic growth strategy, Leica Camera AG is expanding its business areas and intends to position itself more strongly with its own products in the field of laser TV equipment. To this end, the company has agreed to cooperate with Hisense, one of the world’s largest manufacturers of innovative televisions and laser televisions. Through their technological cooperation, the two companies create an important basis for the further development of laser television for home theater applications. The goal of this long-term partnership is to combine Hisense technologies in the field of laser television with Leica’s many years of know-how in the development and manufacture of high-quality projection lenses to create a -particularly powerful and scalable technological form for short-range laser TV.
The projection market is a familiar environment for Leica Camera AG. The Leica Pradovit line was already part of the product portfolio more than 50 years ago, initially as an analog projector and later also as a digital version. Based on the high degree of innovation, many years of company experience and know-how as well as the highest demands on optical performance and image quality, entry into the segment laser televisions is a logical next step towards new technologies and other markets.
Leica Camera AG will present its first laser television device, Leica Cine 1, exclusively at IFA (September 2-6, 2022) in Berlin and present the product on the Leica stand in Hall 2.2/Stand 205.
“As the leader in the laser TV industry, Hisense holds 1,700 patents in this field, making it the world leader. Hisense is committed to promoting the global development of laser TV as a new industry, to bring the advantages of large screen, wide color gamut, energy saving, environmental protection and eye care to consumers around the world. As a classic and venerable brand in the field of imaging, Leica possesses great technological strength and unique quality and style. Thanks to Leica’s remarkable optical technology, Laser TV is able to present clearer and finer images. The combination of Leica’s distinctive image-tuning style and the rich colors of laser light will provide the world with a stunning visual feast,” said Dr. Lin, President of Hisense.
“Home cinema entertainment is a rapidly growing market and the expansion of Leica’s product offering in this segment represents a promising opportunity to delight new customers with Leica’s premium products. As a technology and market leader in laser TV systems, Hisense is the perfect partner to transfer the potential of high-definition 4k movie productions into a breathtaking home theater experience. We are delighted to be able to present the Leica Cine 1 at IFA, the first laser television of the excellent quality that Leica has been waiting for,” says Matthias Harsch, CEO of Leica Camera AG.
Hisense headquarters is located in Qingdao, China. Over the past 53 years, Hisense has always adhered to the core values of “Integrity, Innovation, Customer Focus and Sustainability” and the development strategy of “Solid Technology Foundation and Robust Operations”. The company covers areas such as multimedia, household appliances, intelligent information technology and modern services. With rapid development in recent years, Hisense’s business has expanded to more than 160 countries and regions. Smart TV, the core of Hisense’s B2C business, has always been at the forefront of the global industry. In addition to B2C, Hisense is also a global leader in B2B sectors such as intelligent transportation, precision medicine, and optical communications.
About the Leica camera
Leica Camera AG is an international premium manufacturer of sports cameras and optics. The legendary reputation of the Leica brand is built on a long tradition of excellent quality, German craftsmanship and German industrial design, combined with innovative technologies. A key part of brand culture is the variety of activities the company undertakes to promote photography. In addition to the Leica Galleries and Leica Academies spread around the world, there is the Leica Hall of Fame Award and in particular the Leica Oskar Barnack Award (LOBA), which is considered one of the most innovative sponsorship awards. In addition, Leica Camera AG, with headquarters in Wetzlar, Hesse, and a second production site in Vila Nova de Famalicão, Portugal, has a worldwide network of its own national organizations and Leica retail stores.
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