“A Leica is forever,” the motto that once was the brand’s selling point nearly became the brands downfall. After failing to keep pace with the digital revolution, in 2004 the German company almost went bankrupt. Then investor Andreas Kaufmann stepped in, and brought Leica back from the brink. Since then, Leica has invested 80 million euros in research and development. And in 2009, Leica achieved profitability once again.
Watch the insightful clip right now, above.