Hasselblad Unveils a Limited Edition Lunar, ‘Good Fortune Indulgence’ for Only $10K


Within much of the photography community, the Hasselblad Lunar and Stellar are something of a running joke — rebranded Sony cameras that slap on exotic and/or luxurious materials and sell for thousands more than the originals.

But just in case buying a standard Sony NEX-7 Hasselblad Lunar isn’t luxurious enough for you, the company is releasing a more expensive limited edition that will only find its way into 200 hands.

The camera is being released on January 31st to coincide with the Chinese New Year, will be available in a limited run of 200, and will sell at a before-tax price of 7,200 Euros or approximately $9,825 US.


The press release — which we highly suggest, for once, that you read in its entirety for entertainment purposes — does a better job of describing the camera than we could:

The Hasselblad Lunar Limited Edition, bristling with latest capture technology and crafted in lightweight titanium, boasts a sumptuous, unique red Tuscan leather grip; a black leather shoulder strap accented with red stitching and an exclusive PVD matte gold-treated top plate.

“We wanted to celebrate what, coincidentally, is also known as The Lunar New Year, with a unique and iconic limited edition camera which we believe will be revered as a true example of camera art by photo-connoisseurs and collectors across the world,” says Hasselblad CEO Ian Rawcliffe.

“This is a unique opportunity for a very small number of discerning photographers who want high-spec shooting capability linked with matchless Italian craftsmanship in a point and shoot camera, to invest in a photo-capture icon.”


Of course, it’s easy for us to poke fun at a Hasselblad’s Sony re-brands, especially when they jack up the price even further for the sake of selling a limited edition, but what are your thoughts?

Do you think the red leather and gold top plate — colors which, according to Rawcliffe, represent “good fortune and joy” in the Chinese tradition — improve on the Lunar’s looks? Is anybody reading this going to be one of 200 to drop 10 grand on the new shooter? Let us know in the comments down below.

(via Photo Rumors)

  • Sid Ceaser

    Go home Hasselblad, you are drunk.

  • Hardbubble


  • Stan B.

    Gold razor blade medallion included…

  • Kam Chana

    The only people that will get “good fortune and joy” from this thing are going to be Hasselblad when they see the money roll in, that being said, somebody must be buying this stuff if they are willing to sell it.

  • Martin

    If they’d call it the Iron Man edition, they’d sell one to Robert Downey Jr. for sure.

  • HoratiuFlorea

    Does it come with a ” I love you silly stupid bastard ” plaque? NO? Are you frekkin’ kidding me?

  • AbinSur

    Another “TOY” for the “I have more money then brains” crowd…..

  • Chris Malmberg

    More money *than” brains.

  • Vlad Dusil

    Clearly marketed towards the affluent Chinese crowd that has a lot of disposable income to throw around.

  • Larry McAllister II

    Why does the lens hood in the picture look dirty?

  • Alessio Michelini

    Maybe because it’s made out of marble? :D

  • fcumick

    No doubt there’s a queue of newly bonused hedge fund brokers eager to snap up one. Meanwhile all genuine photographers with similar money to spend will be looking at real equipment.

  • Kris Wood

    It looks like they’ve given it a marble effect for added specialness.

  • Martin

    oh man, what are they thinking,

  • Larry McAllister II

    haha, that would make a little more sense

  • Larry McAllister II

    I guess I never noticed that’s what the lens hoods on all of the Lunars look like

  • pgb0517

    It is a shame that a storied brand has reduced itself to this. Like Cadillacs that are just dressed-up Chevys.

  • Fernando Callo

    Why they still make this cameras? WHYYYYY!? I don’t get it, is this supposed to be a camera for rappers or something like that?

  • Ronnie

    LOL– I do find it good looking,… I’d buy one if it was 9,700$ cheaper!
    No way in hell at the original price!!!! It does look like Ironman :)

  • Burnin Biomass

    I think some cameras are great looking and are almost works of art.

    This ISN’T one of them.

  • emotionengine

    I thought this was a McDonald’s tie-in.

  • Leonardo Abreu

    This: Facepalm.

  • wlmii

    looks like it is part of some high class McDonalds brand.

  • Tom

    I picked up the new Nikon Df. Anyone can argue price on that too, but it does have style and it’s very well built. This Hasselblad is atrocious and looks like a plastic toy from Cameras-R-US

  • Tarmo

    Of course it’s a lot of money for re-branded NEX-7.
    But maybe, there are lot more than 200 people, who doesn’t have a problem to buy cameras for that price range.

    And don’t forget, 200 x 10k isn’t very impressive revenue for a camera company, so chill out.

  • Nour El Refai

    It can’t get uglier than this!!!

  • Mike

    Even Leica D-Lux owners are laughing at this.

  • Carsten Schlipf

    In Germany we have a saying: “Money does not know bad taste”

    Well, lot’s of money + lot’s of bad taste

  • Dutch

    hmmmmmm…. I’m pretty sure that even if I were one of the winners of that $640 million lottery a couple weeks ago, I STILL would NOT purchase this item or the “standard” Lunar. I’d just go get the NEX 7, an amazing camera to be sure… But I’m not one to want one of their $40,000.00 medium format cameras either, unless I was shooting for Rolls Royce etc….. Even then, I’m fairly certain I could get the job done with a N, C, or S and even an O. All more than capable of capturing enough resolution for a very nice 2 page magazine ad. And, if you were to stack, you could even get a billboard out of the others as well. My nickels worth. :)

  • Xzibit

    Yo dawg! I heard you like expensive and ugly versions of consumer cameras, so we made a expensive and ugly version of an already expensive and ugly version of a camera…

  • Rob Elliott

    Jermey Clarkson needs to review this, because I think that only the Top Gear guys can make fun of this properly…

    It’s is just the dumbest thing I have ever seen… it looks like a toy I had when I was 8.

  • Dikaiosune01

    I hate this camera. Bring back the 503. That being said, hasselblad is going to make a very healthy profit in the next couple of weeks with this camera.

    Given the red in the camera, and the approaching lunar new year; this makes a wonderful gift for the affluent business partner – yes I’m jumping on the rich Chinese stereotype. While cash is still the social standard, business practices like this really stand out in the formal business environment. To show their clients how far they will go to make them feel special.

  • Andrew Pope

    It’s puzzling. Who’s buying this stuff?!

  • Fed Up with weirdos like you


  • Fed Up with weirdos like you

    “Hasselblad Lunar and Stellar are something of a running joke”…thank you soooo very much for starting your article off in this manner ! You rock !!! hahahahahaaaa

  • Fed Up with weirdos like you

    the DF is a joke also friend……so be careful

  • Fed Up with weirdos like you

    good point !

  • Fed Up with weirdos like you

    even if they don’t sell one..they’ll never admit it…it can’t cost them hardy anything to produce this JUNK

  • Fed Up with weirdos like you

    Drug Dealers….Organized Crime Members for their Girlfriends..Retarded people in Mental Hospitals….Somali War Lords….

  • Graf Almassy

    Just watch the movie “Wolf of Wall Street” and you understand how FUN is spending money for useless crappy things! :)

  • jamal

    I think people designed this camera used to be a birthday cake designers !! ugly cake

  • Becca Gulliver

    I like the strap connectors… the rest of the camera, not so much.

  • Ansel

    Seriously, you would think this would only happen if Hasselblad was still under Shiriro ownership. It’s a disgrace to their legacy. Start making cameras people would actually buy, Hasselblah!

  • billpryor

    Dang. I sold my NEX-7 for only $1,000. I should have pried off the logo from my old Hasselblad 500C and stuck it on the Sony. I might have got $5K for it.

  • CurrentCo

    Oh cool it’s the McDonald’s edition.

  • Mikael

    Seriously, who buys this sh..?

  • Praverb

    Perfect image for this phone haha. *Inspired by Iron Man haha*