Hasselblad product launch happening on Wednesday

Hasselblad teaser
(Image credit: Hasselblad)

Hasselblad is teasing a new product launch to take place this week, promising something that will deliver "inspiration in every detail". 

An email blast was sent out to subscribers by the Swedish luxury manufacturer, featuring the image of a camera and lens, and announcing a "product launch" scheduled for Wednesday, September 07 at 09:00 EDT / 14:00 GMT / 23:00 AEST. 

• Looking for the best Hasselblad camera? Look no further (opens in new tab) 

At the same time, posts were made on the Hasselblad Facebook (opens in new tab), Twitter (opens in new tab), and Instagram (opens in new tab) accounts, reiterating the date and promising a "live event", accompanied by the same image and slogan.

The links in the email and social media posts all point back to the official Hasselblad website, where visitors are greeted with the above teaser photograph and information. 

What can we tell from the teaser shot? The body looks to be the same design as the existing Hasselblad X1D 50C (opens in new tab) and Hasselblad X1D II 50C (opens in new tab) cameras. The lens possesses a distance scale, and what appears to be a focus ring as well as a physical aperture ring. 

It also bears a badge featuring the Hasselblad V System logo. It is worth noting that the Hasselblad X1D cameras support the manufacturer's mirrorless X System mount, not V System lenses (though they are compatible using an adaptor). 

The Swedish company has not released a new camera since 2020 when it launched the Hasselblad 907X 50C (opens in new tab) – which we rate as one of the best medium format cameras (opens in new tab), thanks to its modular and utterly gorgeous design that pays homage to traditional Hasselblad bodies while supporting the cutting-edge X System glass. 

Whatever the manufacturer has up its sleeve, it's sure to be of the same premium performance (and, no doubt, premium price tag) we've come to expect of one of the most iconic and aspirational brands in the business. 

Thankfully, we won't have to wait long to find out what it is…

Read more: 

Best Hasselblad lenses
(opens in new tab)Best professional cameras
(opens in new tab)Best mirrorless cameras (opens in new tab)

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Sebastian Oakley
Ecommerce Editor

For nearly two decades Sebastian's work has been published internationally. Originally specialising in Equestrianism, his visuals have been used by the leading names in the equestrian industry such as The Fédération Equestre Internationale (FEI), The Jockey Club, Horse & Hound and many more for various advertising campaigns, books and pre/post-event highlights.


He is a Fellow of The Royal Society of Arts, holds a Foundation Degree in Equitation Science and is a Master of Arts in Publishing.  He is member of Nikon NPS and has been a Nikon user since the film days using a Nikon F5 and saw the digital transition with Nikon's D series cameras and is still to this day the youngest member to be elected in to BEWA, The British Equestrian Writers' Association. 


He is familiar with and shows great interest in medium and large format photography with products by Phase One, Hasselblad, Alpa and Sinar and has used many cinema cameras from the likes of Sony, RED, ARRI and everything in between. His work covers the genres of Equestrian, Landscape, Abstract or Nature and combines nearly two decades of experience to offer exclusive limited-edition prints to the international stage from his film & digital photography.