Leica's David Bell is claiming that the company's latest launch, the S2, is nothing short of "the best professional camera system in the world".
This camera packs in a whooping 37-megapixel sensor so essentially combines "the quality of medium format and the handling and flexibility of 35mm".
Leica seems to be super confident this model will deliver and has thrown down the gauntlet to Hasselblad declaring that the S2 is "twice as fast as Hasselblad H-series cameras".
But will it have a DSLR or medium format camera price? We'll keep you posted when we have more details.