Hasselblad Lunar is a Rebranded Sony NEX-7 with $5,000 of Luxury

Hasselblad mixed things up today by announcing a new “ultra luxury” APS-C mirroress camera. Sounds like Earth-shattering news, right? Take a little closer, and you’ll notice that it’s not as monumental as it sounds. Basically, the company has taken a page from Leica’s book by playing the rebranding game. Just as Leica -Lux compact cameras are essentially rebranded Panasonic Lumix bodies, the new Hasselblad Lunar is a dressed-up version of the Sony NEX-7.

The specs are idential: a 24.3 megapixel APS-C sensor, an ISO range of 100-16000, 0.02 second shutter lag, a 3-inch LCD screen, a built-in EVF, 25 AF points, Sony E and A mount compatibility, and 10fps continuous shooting.

Design-wise, the camera’s name and look seems to pay homage to the fact that Hasselblad cameras were used on the moon (and left there). The Italian designs feature handgrips made of real wood, and bodies constructed using carbon fiber, titanium, leather, gold, and other precious metals (these are most definitely needs, not wants, in case you’re wondering).

The Lunar is basically a whole series of Leica-style special edition cameras, with different colors and materials. We hear there’s 47 different looks based on different style combinations.

Here are some more views of the camera:

Now for the price. In case the fact that gold was used to build this camera didn’t tip you off: this camera is expensive. It’ll carry an astronomical (pun intended) price tag of €5,000, or around $6,500. The NEX-7 only costs around $1,100, so if you were thinking about purchasing six of them, you should change plans and get a Lunar instead.

  • Allen

    This is the ugliest camera I’ve ever seen.

  • JimParanoia


  • Michael Zhang

    but… GOLD!!!

  • cerevis

    Wow, terribly built prototypes and shame on them for jumping on the gravy train. Of course there will always be someone with enough $$$ that will buy one…

  • Jay

    Am I the only one who thinks this looks like it was made of play-doh? And the red grip looks like someone schalacked a kilt. Ugly… just, so.. UGLY.

  • asdf

    Seems like they are undermining their brand while elevating Sony’s. In my mind, it sort of diminishes the value which is ironic because they’re taking a luxury approach. A goat in a tuxedo is still a goat :)

  • vormkrijger

    april fools ? :p

  • Joe Mahon

    Gahhh! My eyes! And they haven’t even fixed the placement of the video button!

    I’ll stick with the Nex 7, thanks.

  • Vlad Dusil

    It is actually inducing mild nausea.

  • michaelp42


  • sasasa

    looksliek s h i t

  • Allen

    It’s too bad. I was hoping for an awesome camera from Hasselblad. They basically took a Sony NEX and modeled it after the interior of a mid-90s Buick.

  • Mauricio Matos


  • Anatole Klapouch

    Dang! It’s ugly. Very ugly.

  • Adam

    Makes no sense for Hblad to do this, and then to do it so badly as well? I call BS.

  • Alex Razon

    I was planning to buy 7 nex 7’s. I guess I’ll just buy one of these and get another Nex for backup

  • jesseyardley

    Did they make it with Play-Doh? What a peice of crappola!

  • jesseyardley

    I posted the same before I saw your comment. So no, you’re not the only one. It really DOES look like Play-Doh! Ugly.

  • Guest

    This is such an obvious fake. The fact that almost none of you can see that says a lot about what you know about real cameras.

  • Vladimir Byazrov

    This is the best pr possible for Sony and the worst for Hasselblad. The great Swedish company just signed of impotence. This is very sad that both Leica and Hassel are almost dead.

  • Michael Zhang

    Hasselblad has an entire area of Photokina dedicated to this product, so if it’s “fake”, then they’ve spent massive amounts of money promoting nothing…

  • Yves Lagache

    Ugly design…..what are they thinking about?

  • Jake

    At the risk of getting a storm of dislikes, I will be the first to say that I actually think some of those bodies are pretty nice looking. Not the disco-looking first picture, but definitely some of the others.

  • Shijune Takeda

    It’s probably the ugliest camera I’ve ever seen.

  • James

    I think it’s papier maché.

  • Antonio Carrasco

    I have way too much money and was planning to throw it all into the fireplace this afternoon. But this will do

  • ceebee

    I thought that worst things happen at sea (only) I was wrong.

  • Dave

    You must be SO knowledgeable on ‘real’ cameras…..tell us more.

  • Tok Larry

    ugly has a new meaning.

  • Tomasz Horowski

    looks horrible

  • Braca Nadezdic

    Hasselblad going down with new bussiness strategy:(

  • slvrscoobie

    Why does the lens say Translucent mirror technology, there is no mirror. and Ergonomics, who designed this? They should be tarred and feathered!!

  • Jason

    the only upside of this camera is it is so ugly that it catches people’s attention…therefore for gearhead who wanna brag how much they spent on their cameras…it is the ONE to get!…but again. for 6500 bucks…Leica wld be a better choice

  • MD

    I believe that’s actually the Alpha mount adapter that Sony made for the NEX series. There’s a translucent mirror inside the adapter to allow phase-detect autofocus.

    More importantly though, as a proud long-time user of a 500-series Hasselblad, this thing is pretty embarrassing. I’m starting to understand how *real* Leica users felt when their brand decided to make Hermes and Paul Smith LE’s.

  • quickpick

    first leica, then hasselblad? have these companies brand managers taken all the wrong medication and gone crazy with these publicity stunts? at least they don’t have my respect like they used to up to this date…

  • quickpick

    leica did it actually with style for the lux series, but their one off apple co-operation for charity purposes does not deserve much respect..

  • quickpick

    except that leica actually did their job with style for the lux series.. but this one? i’l be seeing nightmares of new cameras..

    how about we all start calling this Hasselblad Lunatic from here on? serves it right, right? :D

  • twelvestrings

    weird hand grab position to hold the camera.

  • jim

    are you kidding?

  • nick navedo

    There just trying to sell there name!

  • Victor H.

    The Moon is not far enough, send the thing to Ur anus…

  • STH

    HUH? Leica are doing excellent….the Leica M is legendary as always….whatever you are smoking, throw it out.

  • Toby

    This is lunarcy!

  • Charlie Boucher

    super ugly and over priced

  • Naya Nurindra

    shiiit, its ugly

  • Vladimir Byazrov

    I didn’t want to offend a fan of Leica. Sorry! I have a huge respect t.for this company as I remember the time when it made good cameras.

  • Gustavo RQ Ramirez

    Sooo this is a joke???? this camera looks like a bad cheap heroin trip of a Leica designer. Im so sorry about this bourgeois sweden business. pure sh””’t

  • Huey Le


  • Katsudon

    You are mean guys! I actually like the tooth paste cap looking dials… :-)

  • lollo

    Why instead of the H mark they didnt put in a LOL mark?