Medium format Hasselblad lens is a top-three seller, in major Japanese retailer’s lens sales list

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Three-year-old Hasselblad lens resurfaces to make Yodobashi's top three for sales, following the release of the Hasselblad X2D II 100C

Hasselblad X2D II 100C being used by a photographer outdoors
(Image credit: Hasselblad)

In a pretty shocking turn of events, the brilliant Hasselblad XCD 55V is one of the top three best-selling lenses at Yodobashi, one of Japan's biggest electronics retailers.

For a Hasselblad lens to crack the top ten would be news enough, but for the 55V to be the third best-seller in Yodobashi's top 10 sales list for the first half of September is pretty huge.

The sudden boost in sales of the medium-format lens, released back in 2022, surely has everything to do with the recent release of the Hasselblad X2D II 100C. The $7,399 / £6,400 / AU$12,650 camera has rather remarkably topped Yodobashi’s camera ranking for the first half of September.

The top 10 lens list has the Sony FE 24-70mm f/2.8 GM II in the top spot, with the Canon RF 100-500mm f/4.5–7.1 L IS USM in second. Here's the full listing…

  1. Sony FE 24-70mm f/2.8 GM II
  2. Canon RF 100-500mm f/4.5–7.1 L IS USM
  3. Hasselblad XCD 55V
  4. Sony FE 70-200mm f/2.8 GM OSS II
  5. Canon RF 24-70mm f/2.8 L IS USM
  6. Sigma 200mm f/2 DG OS | S (E-mount)
  7. Canon RF 70-200mm f/2.8 L IS USM
  8. Sigma 16-300mm f/3.5-6.7 DC OS | C (RF)
  9. Nikon Z 24-120mm f/4 S
  10. Canon RF 100-400mm f/5.6–8 IS USM

Only one Nikon lens made the list, the Nikon Z 24-120mm f/4 S (Image credit: Matthew Richards)

As you can see, Canon has the greatest number of inclusions, with the aforementioned 100-500mm in second, along with the RF 24-70mm f/2.8 in fifth, RF 70-200mm f/2.8L in seventh and RF 100-400mm in tenth.

Sony had a decent showing, taking both first and fourth, the latter being the FE 70-200mm f/2.8 GM OSS II, while a pair of Sigma lenses featured in sixth and eighth, the brand new 200mm f/2 (E-mount) and amazing 16–300mm (RF), respectively. Only one Nikon lens made the top 10, in the form of the Z 24-120mm f/4 S in ninth.

It's also interesting that the only primes in this top ten are the Hasselblad 55V and the Sigma 200mm – two very, very specialist lenses. It's always great to see exotic primes selling well!

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Mike Harris
Mike Harris
How To Editor

Mike studied photography at college, honing his Adobe Photoshop skills and learning to work in the studio and darkroom. After a few years writing for various publications, he headed to the ‘Big Smoke’ to work on Wex Photo Video’s award-winning content team, before transitioning back to print as Technique Editor (later Deputy Editor) on N-Photo: The Nikon Magazine.

With bylines in Digital Camera, PhotoPlus: The Canon Magazine, Practical Photography, Digital Photographer, iMore, and TechRadar, he’s a fountain of photography and consumer tech knowledge, making him a top tutor for techniques on cameras, lenses, tripods, filters, and more. His expertise extends to everything from portraits and landscapes to abstracts and architecture to wildlife and, yes, fast things going around race tracks...

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