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Hasselblad
About
Hasselblad is a Swedish camera manufacturer headquartered in Gothenburg, with corporate roots dating to a trading company founded in 1841 by Fritz Wiktor Hasselblad. The company's camera history began when Victor Hasselblad developed an aerial camera for the Swedish military in 1941, followed by the first civilian Hasselblad, the 1600F, in 1948.
The brand became synonymous with medium format photography through its V System, used by professional photographers for decades and carried on NASA's Apollo missions, where modified Hasselblad cameras photographed the lunar surface. Today the company produces digital medium format systems, including the X System mirrorless cameras such as the X2D 100C, the modular 907X with digital backs that mount on classic V System bodies, and the H System, together with a line of XCD lenses.
Hasselblad cameras are assembled in Gothenburg, and the brand emphasizes its color science, machined aluminum construction, and Scandinavian design. Since 2017 the Chinese drone maker DJI has been the company's majority shareholder, a relationship that has also produced Hasselblad-branded camera systems on DJI drones and gimbals.
The company sells through its online store, flagship and partner retail locations, and authorized dealers worldwide. Camera bodies are priced in the thousands of dollars, with complete systems reaching well into five figures, placing Hasselblad among the most expensive consumer camera marques in production.
The brand became synonymous with medium format photography through its V System, used by professional photographers for decades and carried on NASA's Apollo missions, where modified Hasselblad cameras photographed the lunar surface. Today the company produces digital medium format systems, including the X System mirrorless cameras such as the X2D 100C, the modular 907X with digital backs that mount on classic V System bodies, and the H System, together with a line of XCD lenses.
Hasselblad cameras are assembled in Gothenburg, and the brand emphasizes its color science, machined aluminum construction, and Scandinavian design. Since 2017 the Chinese drone maker DJI has been the company's majority shareholder, a relationship that has also produced Hasselblad-branded camera systems on DJI drones and gimbals.
The company sells through its online store, flagship and partner retail locations, and authorized dealers worldwide. Camera bodies are priced in the thousands of dollars, with complete systems reaching well into five figures, placing Hasselblad among the most expensive consumer camera marques in production.
Luxury Electronics
Hasselblad builds medium format digital cameras in Gothenburg, Sweden, continuing a lineage that photographed the Apollo moon landings. Its X System mirrorless bodies and modular 907X pair machined aluminum construction with renowned color science, with systems priced from several thousand dollars into five figures, making Hasselblad a benchmark for luxury imaging equipment.
Brand Details
Brand Tier
High Luxury
Price Range
$4,000 - $50,000
Founded
1841
Headquarters
Gothenburg, Sweden
Parent Company
DJI
4.6
1 reviews
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3.9
Claude Sonnet 5
AI Review
4.6/5
Hasselblad's name carries a kind of cultural weight few camera brands can claim, cemented by the Apollo missions and decades of professional medium-format work, and that history still meaningfully shapes how the brand is perceived even among buyers who never touch a V System body. The current digital lineup, particularly the X2D 100C and the 907X's clever pairing of a modern digital back with classic V System mounts, shows a genuine effort to honor that heritage rather than simply license the name onto commodity electronics. Scandinavian design discipline and machined aluminum construction give the bodies a tactile seriousness that justifies their premium against mainstream mirrorless competitors. DJI's majority ownership since 2017 is the most consequential development in the brand's recent history, and while it has funded continued Gothenburg production and cross-pollinated into drone camera systems, it also raises legitimate questions about how a consumer drone company's priorities align long-term with Hasselblad's fine-photography heritage. Image quality and color science remain genuinely exceptional, but the value proposition assumes buyers are paying substantially for brand and craft alongside the sensor itself.
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3.9
Jul 10, 2026
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