Hasselblad Launches the Hasselblad HV, a Tougher Sony A99


Hasselblad today announced the next camera in its line of Sony re-makes: The Hasselblad HV. Unlike the Lunar and the Stellar before it, this one has neither an astronomical name nor a particular focus on rare materials, although the differences between the HV and the full-frame Sony A99 it’s based on are still minimal with the exception of price.

According to the press release, the new shooter is “a brand new ‘elite’ camera… pointed at amateur photo-enthusiasts who demand the ultimate in both style and performance.”

Differentiating it from the A99 is a machined high-grade aluminum chassis, a ‘tough as nails’ PVD (Physical Vapour Deposition) coating that is said to be second only to diamond in hardness, and a few aesthetic changes that make this look like a Hasselblad instead of a Sony.

Here’s a quick look at the camera:




We would normally, at this point, list out the specs so that you know what you’re buying, but of course you can just look up our A99 announcement for that. You’ll just have to ignore the part where price is listed because, true to form, this puppy isn’t gonna come cheap.

Described by Hasselblad CEO Ian Rawcliffe as a “photo-icon” that is “aimed squarely at people who don’t just love taking pictures — but love taking them in real style,” the Hasselblad HV — complete with “high performance ‘super resin’ case,” two batteries and the Carl Zeiss 24-70mm f/2.8 lens — retails for 8,500 Euro or approximately $11,500 US.

For more details — including an overview of what’s in the box, a list of specs and a downloadable brochure — head over to the special Hasselblad HV website by clicking here.

  • Jake

    Next up on Hasselblad’s agenda: The iBlad – an iPhone with a carbon fiber and super-resin casing, designed by Georgio Armani, for people don’t just love taking Instagram selfies and tweeting, but love doing it in style!

  • Matt

    So this is more than twice the price (SONY is $2800 and the lens that the Hasselblad comes with is $2000, so ~$4800 vs. $11,500), and the only differences are aesthetic? I guess you get a nice case and a second battery but still…

    I like my gear/computers/etc. to be well-designed, but that is a lot of money for a new “skin.”

  • Vlad

    Well at least it’s not wooden, but it looks like a late 90s Minolta Maxxum which is not a really good thing

  • Sid Ceaser

    Hasselblad, you are starting to make me laugh more than the Onion does.

  • jackregnart

    Nearly as hard as diamond eh? Well I hope there’s a resilience test at some point. But at that price…

  • jackregnart

    You wont be laughing when someone buys all these “elite” cameras as a set and you realise it’s a Decepticon conspiracy when they merge and transform into Megatron…

  • Michael Comeau

    This camera is for people who don’t care about how much it costs, or what’s inside. They just associate the Hasselblad brand with some kind of luxury. It’s not about value or performance for the price.

  • T-Dawg

    Gah, I thought for a moment this might be a good idea, but seriously, Hasselblad needs an IV for their HV. I’m embarrassed to be a Hasselblad shooter.

  • Choen Lee


  • Mike Newton

    swing and a miss!

  • Stan B.

    Finally, they picked a camera that even they couldn’t make anymore fugly!

  • waterengineer

    believe H has been cozying up to S to show a strong alliance for S
    supplying the CMOS sensors for the new H medium format camera. With
    that in mind, H and made several poor choices about bringing out a
    smaller format camera for their medium format cameras to play off of.
    IMHO this demonstrates poor and weak management by H – diluting their
    brand instead of being cutting edge. I am sure Victor rolled over in
    his grave this morning. IMHO H would be better served doing two things:
    a) identifying a sensor so a digital X-Pan can be built and b)
    introducing the worlds first “basic” medium format H – something that
    costs in the $12-18,000US range. That would bring more users to H and
    buy their highly profitable lenses.

    The only real question I have about today’s H announcement is, has there been any firmware tweaking, etc. to offer the user a better file than comes from the A99?

  • Rabi Abonour

    Who is buying these things? I have to imagine Hasselblad wouldn’t keep making them if they weren’t profitable, but I just don’t get where the market is.

  • Marius Budu

    Is anyone actually buying these? I ask very seriously… I mean you can buy LITERALLY the same camera cheaper except it says SONY on it…

  • Jared

    substance > style

    Hasselblad, you’re better than this.

  • Antoine

    Sad thing is they might do that, but with a 3-year-old Xperia.

  • alpha

    Who wants Hasselblad HIV?

  • Mike

    It’s rumored the final model in the series, the one camera to rule them all, will, indeed, be Hasselblad VD.

  • Norshan Nusi

    If they keep re-badging Sony cameras like this and still doing it, it kinda sounds like those previous cameras did have a number of buyers O_O

  • Ronald

    At least it’s not fugly like that last one. This actually looks like a decent treatment of the design.

  • Coby Bray

    this is good news to me, I shoot with sony so if hasselblad comes out with a med-format digital i can expect to buy it from sony at 1/4 the price.

  • Fernando Callo

    My only question is: Why?

  • BongoBongoLA

    Well, to be fair, you’re really paying the premium for the better glass.

    Wait a second…

  • sasa

    Georgio or Giorgio?

  • delayedflight

    You’re obviously not the target market. People who buy this camera are the sort of people that go to luxury stores and just get what they want no questions asked.
    The same people who will just buy a Leica M (whatever special edition) at the drop of a hat.

  • ProtoWhalePig

    It’s unapologetically carbon

  • iphoto27

    Many are going with the ATG Gold Sony SLT-A99 that can shoot wirelessly to pc from camera or pc.

    Yes, it does come with a very nice gold body, not the boring black or beginner sliver color body.

    Hasselblad has fired many CEOs after the dead of Hasselblad 60mm X 60mm.
    The Chinese was smart that they sold Hasselblad back to a buyer from European.

    Shirro Group, from China, was once the owner of Hasselblad.

    They got rid of the crappy & outdated Carl Zeiss T* lenses and used better optics, Fuji, on their aps Hasselblad 645.

    Due to the depression in USA, Hasselblad can’t sell many HD cameras.
    They are now ripping bodies off from Sony bodies and chuck in a wooden block or throw in titanium and trying to sell America’s rich for $11,500.00.

  • iphoto27

    I forgot, to tell you guy…

    Sony owns Hasselblad, Broncolor and Olympus.
    Sony DO NOT need Carl Zeiss, Germany.
    Sony now has the technology & secret to make Sony’s Zeiss, Japan.

    Hell, I you seen the price on Sony 70-200/2.8 G Mark II.
    Over $3,000.00. Much more than Canon & Nikon lenses.
    If Sony’s Zeiss 70-200/2.8 come out at $8,000.00. Guess why? Rich people will buy it over Sony 70-200 G Mark II.

    Because Carl Zeiss, Germany CAN NOT AF lenses.
    You don’t see one made for Canon nor for Nikon, right?

  • Zos Xavius

    explain the toit line then. ziess can’t AF? really?this whole post is a bunch of BS.

  • JoeNoName

    David Beckham

  • iphoto27

    You got a Canon or Nikon?
    Get a Zeiss lenses that can do AF on those two companies.

    Sony, Japan’s Zeiss is making lens only for Sony.

    Why not do your researches before calling people names?

  • JoeNoName

    its not that they cannot by fabrication maters but by contract matters, Sony and Zeiss have a contract in which only AF lenses are made for Sony, they could for all of them, but they can´t legaly.

  • tttulio

    It is like carrying a diploma of stupidity around your neck.

  • RandomCircumstance

    True that there must be buyers but how many people like that are out there? And why would Hasselblad want them as customers? These aren’t serious photographers and their loyalty is unlikely to exceed their attention span.

    The wealthy buy iPhones no Vertus (or should that be Verti), a small group may rebel, valuing difference above common sense but is such a group enough to sustain this exotic materials foray into 35mm? I guess they deserve credit for trying, just wish they’d blown the R&D budget on something a little more technically substantive.

  • Rob S

    well since each one has at least a 200% markup they dont need to sell many. R&D is done. Redoing the plastic and rubber cant be more than $50 a unit. Figure total cost around $3000. sell it for $11K. Sell one and it covers the cost of 3 more. Easy to make money on margins like that.

  • SteveDK

    Except Carl Zeiss actually is designing the optics for Sony cameras that are badged with Zeiss. Sony can’t just stick a Zeiss badge on just any Sony lens.

    Also it’s too bad Sony discontinued the Konica Hexar RF and never made a digital version.

  • SteveDK

    Exactly, Zeiss simply hasn’t come to an agreement with Nikon or Canon to use their patented AF technologies. No doubt Canon and Nikon want very large licensing fees that would make AF Zeiss ZE and ZF.2 lenses even more expensive than they are now. For my kind of photography I can take or leave AF. It’s just not that important to me. Other people may need AF for certain subjects or to compensate for poor eyesight. But remember, most famous, iconic photos taken in the past were manually focused, even most famous sport and action photos.

  • kodiak xyza

    strange that no article (or listicle) exists on this aspect of it.
    it is clear that people do buy the Leica rebranding of Panasonic,
    but the multiplier is not on the omg-ridic side.

    unlike Leica, I am not sure of Hasselblads venture into being a Veblen Good.

  • Zos Xavius

    No. Actually I have a collection of pentax cameras.

    You also forget about the x-pro and the AUTOFOCUS zeiss lenses for that. I’ve don’t need to do research. I’m sure they have good reasons for not developing AF lenses in either EF mount or F mount. My guess is that it is licensing.

  • Zos Xavius

    there’s a lot of things that never happened and are too bad. How about a digital bessaflex? *drool*

  • Zos Xavius

    All 5 that they manage to sell?

  • Zos Xavius

    David Lynch. He bought a Lunar. He’s filthy rich though. So: filthy rich people without any practicality.

  • Zos Xavius

    Well….David Lynch bought a Lunar for starters…..

  • Sid Ceaser


  • Regats

    The model is HV?

    Are you positive?

  • SteveDK

    Fuji actually features the Touit lenses in their “lens roadmap” for the X-series, no doubt because they expect XF-mount Zeiss lenses will help sell bodies made by Fuji.

  • SteveDK

    How about a digital Hasselblad SWC with a 55x55mm sensor optimized for the 38mm Biogon? That would be cooool.

  • JoeNoName

    so did Beckham

  • Zos Xavius

    They want to send the message that all of their lenses are pro grade. Putting their glass alongside Zeiss in there advertisements is an attempt to convey that they are also Zeiss quality IMO. If you ask me their lenses are hideously large, but amazingly sharp. Zeiss that is. If I could afford it, I would buy all zeiss lenses.

  • Zos Xavius

    Its hard for most people to comprehend, but to the rich, $10,000 is not a lot of money at all. These are the people that also buy $1 million dollar cars.