Headlined by Leica’s retro-styled cameras, Europe has been cranking out beautiful equipment over the last few years. The latest of which comes from Sweden’s own Hasselblad. Known for its high-end offerings, the newest creation out of Gothenburg has a sleek design alongside a gorgeous touchscreen display. The X1D is a medium format mirrorless camera that is made by hand with the promise of a “handling experience unlike any other”…and a $9,000 price tag.

In case you’re unfamiliar, medium format cameras are a hit with professional photographers for their ability to capture higher quality images in comparison to smaller alternatives. This type of device has also fallen out of favor in recent years as smaller mirrorless options have improved.

Cameras like the new X1D will always have a place in the photography community, it’s just that we are seeing more competition in this space than ever before. Like any consumer electronic category, a wave of lower-cost products will always cause the market to adjust.

The X1D leans heavily on Hasselblad’s H6 line with similarities like 50MP resolutions and a large touchscreen display at the forefront. There’s no mistaking this camera as a weekend warrior. It has professional-grade features like two SD card slots and the ability to hit ISO 25,600. The internal CMOS sensor can capture up to 14 stops of dynamic range, according to the manufacturer.

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One area certainly worth highlighting is the design. Hasselblad blends retro-styling with Euro flair to make a one-of-a-kind camera. Aluminum accents highlight the black rubber outer and a pop of orange on the shutter release is a pleasant surprise. I really dig the touchscreen on the back. Although it doesn’t pop out or rotate like other cameras we regularly feature, the iOS-like software is very attractive. There is also support for 1080p video but that’s not the end-game for this camera.

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The reality is, most consumers are not going to be interested in this type of camera. It’s made for capturing still life not action shots. Hasselblad’s great design cues are certainly worth the coverage. We simply don’t see this type of device coming out of traditional brands like Canon or Nikon.

The Hasselblad X1D is available for purchase today from select authorized retailers in the United States. You can use this handy guide to find your nearest location if you’re interested.

More New Toy of the Day:

Hasselblad announces groundbreaking X1D

The world’s first compact mirrorless digital medium format camera

Hasselblad is proud to introduce the groundbreaking X1D – weighing less than half that of a conventional digital medium format camera, the mirrorless 50MP camera is a game changer in the world of photography.

Inspired by the brand’s iconic design heritage, the camera is ergonomic and compact, offering a handling experience unlike any other. Handmade in Sweden, the X1D combines Scandinavian sensibility with beautiful performance.

Like the iconic V System, the X1D seamlessly combines portability with excellent optical quality for which the brand is renowned. Hasselblad has ingeniously introduced mirrorless technology to digital medium format for the first time ever, creating a precision performance camera that can sit in the palm of your hand. The 50MP CMOS sensor captures the finest details with true natural colours.

Commenting on the announcement Perry Oosting, Hasselblad CEO noted: “The X1D marks a pivotal point in Hasselblad’s rich 75-year history. This camera makes medium format photography available to a new generation of Hasselblad users, while pushing the existing limits of photography to new heights.”

A completely new family of dedicated autofocus lenses has been developed to support optical quality and portability, offering a wide range of shutter speeds and full flash synchronisation up to 1/2000th second.

Weighing just 725g and including HD video, Wi-Fi and built-in GPS, the X1D is a trusted partner and ideal travel companion. The robust exterior is dust and weather proof, providing durability to take with you wherever you go.

The X1D has been created with passionate photographers in mind, opening up Hasselblad to a new generation of creatives. Ideal for those who want to create the highest quality medium format images with a straightforward and easy to use camera that can fit in the palm of your hand.

Notes for the Editor

Key features:

  • Compact, lightweight (725g), highly portable and user-friendly medium format technology
  • Large 50MP CMOS medium format sensor delivering up to 14 stops of dynamic range
  • New line of XCD lenses with integral central shutter; 45mm and 90mm available at launch
  • Compatible with all 12 lenses and lens accessories from the Hasselblad professional H System (adapter required)
  • Multiple image format options
  • High quality XGA electronic viewfinder or high resolution rear display with touch functionality
  • Wide range of shutter speeds: 60 minutes to 1/2000th sec. with full flash synchronisation throughout the range
  • An ISO range from 100 to 25,600
  • Dual SD card slots, GPS and Wi-Fi
  • USB 3.0 Type-C connector, Mini HDMI, Audio In/Out
  • Weather and dust sealings
  • HD video
  • Phocus 3.1 for simple and quick raw image processing. Adobe Photoshop® and Adobe Photoshop Lightroom® compatible.

For additional information, please see the datasheet.

The X1D is priced at 7,900 EUR / 8,995 USD / 5,990 GBP. All prices stated are exclusive of VAT.

For a list of dealers/distributors, please click here


About Hasselblad

Founded in 1941, Hasselblad is the leading manufacturer of medium format cameras and lenses. Handmade in Sweden, Hasselblad cameras are renowned for their iconic ergonomic design, uncompromising image quality, Swedish craftsmanship and high performance. For over half a century Hasselblad cameras have captured some of the world’s most iconic images – including the first landing on the moon – and helped shape the way we look at the world through genuine photographic artistry. Trusted by NASA and used by the greatest photographers in the world, Hasselblad continues to create products with uncompromising image quality that inspire.

The Hasselblad H Camera System with its professional lens family and unique advancements is widely acknowledged as the most comprehensive digital camera system of its kind available today. Hasselblad was the first to launch the fully integrated medium format camera system incorporating the latest in CMOS sensor technology. In 2016 Hasselblad launched the H6D, a technological feat with an all new electronic platform, delivering superior craftsmanship and image quality. Later the same year, Hasselblad introduced the world’s first compact mirrorless digital medium format camera – the X1D.

Headquartered in Gothenburg, Sweden, where the cameras are handmade, Hasselblad is a global brand with offices in New York, London, Tokyo, Paris, Copenhagen and Hamburg with distributors throughout the world.

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