German camera brand Leica might be niche, but being a premium brand offers opportunities to stand out from the competition. 

Aside from Leica Hong Kong’s experiential store in Pak Sha Road, Causeway Bay – which happens to serve arguably the best coffee in the neighbourhood – another one of the ways the brand promotes its bespoke nature is allowing buyers to customise their purchase. 

This month, Leica has added a whole 24 new colours customers can choose from for the leather trim on the camera’s body. The update applies to four models, including the Leica M10, the Leica M10-P, the Leica Q and the Leica Q-P. 

Better still, Leica Hong Kong has found a way to get its existing customers back in store: for up to one year after purchase, they can return for a complimentary replacement of the trim in four core colours – or for an additional fee, they can choose from the full range.

Dubbed the Leica A La Carte Personalisation Service, the aim is to foster a sense of connection with the product and the brand. 

All the coloured leathers are manufactured and checked by Leica to meet the quality standards and guarantee the long-term usage. 

The service is available from the Pak Sha Road store, Leica’s first flagship store in the city. An experiential space, it brings together premium cameras, coffee, lifestyle products and artworks. Designed by studio LAAB Architects, the Leica Hong Kong store aims to provide “a new and extraordinary photographic art experience” for Leica customers and photographers.