Leica is officially one of the coolest brands in Britain according to the CoolBrand Council.
The historic company is the only camera maker to achieve cool brand status in 2005, according to Superbrands, which has announced this year?s coolest people, places and brands.
Commenting on the news Leica Camera Ltd?s managing director Roland Wolff said: ?We are delighted? even more so because we are the only camera company to have been recognised in 2005. Leica is an iconic brand, encapsulating craftsmanship, pride and emotion and we are very proud to have been given this great accolade.?
Leica joins the likes of lingerie brand Agent Provocateur, car maker Audi and Hoegaarden beer in the list of this year?s coolest brands based on a poll of 1,000 18-35 year-olds.
A Superbrands spokesperson added: ?Leica is undoubtedly one of the most prestigious, sought-after brands in both photography and optical instruments. Precision, craftmanship and technical advance has ensured that this brand is not only iconic in image, but also in performance. Leica?s extraordinary capability to incorporate cutting-edge technology with traditional excellence is an unrivalled achievement.?
The research, which was conducted by YouGov, also revealed that if you are a photographer by profession and ?enjoy extreme sports as a hobby? then you also enjoy one of the coolest lifestyles.