Leitz Photographica Auction - Weltrekord Für Versteigerte Kamera

Leica & YIELD - Partners since 2021

The campaign in figures:

Reach

93 €

Ad Value

Clippings

Oskar Barnack is regarded as the father of modern photography. As the inventor of the 35mm camera, he laid the foundation for the first serially produced model small enough to fit into a jacket pocket – the Leica I. His legacy and the enduring value of his work became clear at the 40th Leitz Photographica Auction, where a 1923 prototype of the Leica I, the Leica 0-Series No. 105, sold for €14.4 million – setting a new world record. YIELD supported the auction with extensive media outreach and a press trip that generated international coverage.

Service portfolio

Case

Leica 0-Series breaks world record at auction

Mission

Increase awareness of the Leitz Photographica Auction, spark interest in rare cameras, and expand media reach.

“Through our collaboration with YIELD, we have established ourselves as a consistent editorial presence in German and Austrian media. The agency’s innovative ideas and creative approaches have been invaluable in strategically using our various communication channels – from social media and PR to content marketing.”

Alexander Sedlak

CEO, Leica Camera Classics & Leica Camera Austria GmbH

Press Lobbying

Intensive engagement with key media outlets and major press agencies ahead of the auction to raise awareness of its historical importance and to encourage news coverage.

Media Relations

Development of a communication strategy with ready-to-publish news content about the auction, leveraging press agencies as multipliers for reach and distribution.

Key Messages

Positioning Leitz Photographica Auction as the leading international destination for buying and selling vintage cameras – linking the Leica brand with the history and evolution of modern photography, and highlighting vintage cameras as a rapidly growing collectors’ market with rising cultural and economic value.

Content Creation

Preparation of announcement releases as well as interim and post-event reports tailored to auction results. Press materials were produced in German and English for international distribution, ensuring global media coverage in collaboration with the German Press Agency (dpa). Additional support included drafting marketing content and coordinating with media partners to maximize reach.

Guest Management

Organization of a press trip with journalists from Germany and Austria, including on-site support for participating media representatives.

About Leitz Photographica Auction

The renowned German company Leica Camera AG operates two branches in Vienna: Leica Camera Austria GmbH and Leica Camera Classics GmbH. The latter specializes in vintage cameras and showcases around 1,500 pieces at its store on Westbahnstraße 40. The location is also home to the world’s largest spare parts warehouse for historic Leica cameras. Thanks to this unique inventory, the on-site technicians can inspect and, if necessary, restore historic Leicas to meet the highest collector standards before they go to auction.

Twice a year – in mid-June and late November – Leica Camera Classics hosts the Leitz Photographica Auction, the world’s most important vintage camera auction, attracting bidders from over 100 countries. In addition, the LCC online store permanently offers around 5,000 products.