The Hype

Hasselblad 2012

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Today saw the launch of the much awaited 2012 Hasselblad Brochure and we are very pleased to say that as people open the book they are immediately greeted on the first pages by the work of photographer Tim Wallace, this is a huge accolade and one that we feel stands testament to both the quality and originality of Tim's work to be chosen for such a project.

For over fifty years now, Hasselblad has been devoted to a very simple task: to producing the finest camera equipment known to man. And for over fifty years, they have succeeded in doing just that. In making the tools that will enable us to live up to the Hasselblad Brand Promise, “To Help Photographers Achieve Their Photographic Potential.”

Enjoy the full Hasselblad brochure online

Since the day that Victor Hasselblad first set out, not to reproduce a fallen German spy camera, but to improve upon it, they have consistently endeavored to develop and advance the field of photography. They have focused on the long-term evolution of our historic camera line, evolution designed for one purpose and one purpose only - to put the best cameras possible into the hands of the people who use them. This was the creed that guided Victor Hasselblad and it is the creed that guides them still.

Hasselblad know that there are never any shortcuts to quality. Quality is the result of dedication and hard work, of an unyielding commitment to excellence. No camera manufacturer comes even close to equaling the Hasselblad standard. Their long running collaboration with NASA, for example, serves as an ongoing tribute to the extraordinary quality that our cameras possess, and to the care that goes into the production of each and every Hasselblad product. Naturally, Hasselblad is ISO 9001 certified and conforms to the most exacting international standards. Their commitment to excellence, however, does not stop there. That wouldn't be in the spirit of Hasselblad or of the man who founded the company. Their mission, now, as always, is simple: To be the preferred choice among professionally minded photographers.

Hasselblad have an appreciated contact and co-operation with the Erna and Victor Hasselblad Foundation, an independent, non-profit organization founded in 1979 by the last will of Victor Hasselblad and his wife Erna. The Foundation's primary purpose is to promote research and academic teaching in the natural sciences and photography. This is achieved by awarding grants, scholarships, and donations. In addition, the foundation awards the prestigious Hasselblad Foundation International Award in Photography each year to an outstanding photographer. For more information about the Hasselblad Foundation and its activities and awards, log on to their website.

Victor Hasselblad wanted nothing more than to make the finest cameras ever produced, to provide the tools that would help photographers capture their vision and share it with others. Nothing much has changed in that regard at Hasselblad. Whether it regards our collaboration with the Hasselblad foundation, our product development, their ongoing relationships with the world's finest photographers, or just the attitude that still pervades the shop floor and corridors of their Swedish headquarters, everything they do is a reflection upon our company's history and the man who founded it.