Hasselblad

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Swedish manufacturer of high-end medium-format cameras, lenses and photographic imaging equipment.

Last updated November 4, 2026

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Overview

Hasselblad is a Swedish photographic-equipment brand based in Gothenburg and best known for professional medium-format cameras, lenses and digital imaging systems. Its products occupy the premium end of the camera market, where the company emphasizes large sensors, high resolving power, color fidelity, modularity, industrial design and careful manufacturing. The brand’s historical identity was built around square-format film cameras with interchangeable lenses and film magazines, while its contemporary business is centered on medium-format digital cameras and lenses. The Hasselblad family’s involvement in photography began before the camera company itself. F. W. Hasselblad and Co. was established in Gothenburg in 1841 as a trading business. During the late nineteenth century, the family expanded into photographic distribution, and in 1888 became the Swedish distributor for George Eastman’s photographic products. Victor Hasselblad, a later member of the family, developed a strong interest in cameras and optics. After studying and working in Europe and the United States, including experience connected with Eastman Kodak, he established the Victor Foto shop and laboratory in Gothenburg in 1937. The Second World War created the immediate opportunity for Hasselblad to become a camera manufacturer. After the Swedish military obtained a German aerial-surveillance camera, the government asked Victor Hasselblad to develop a domestic alternative. In 1940 he established a small workshop in Gothenburg, initially operating from an automobile-repair facility. The resulting aerial cameras, including the HK7 and SKa4, were delivered to the Swedish military. By the end of the war, the business had supplied hundreds of military cameras and had also manufactured watch and clock components and other precision parts. After the war, Victor Hasselblad turned his attention to a high-quality civilian camera. Early efforts included the Rossex design project and the 1600 F, introduced in 1948. Although the first focal-plane-shutter models were mechanically demanding, they established the principles of a compact, modular 6-by-6-centimeter system. The 1000 F improved the concept, and the 500 C, introduced in 1957, became the decisive product. Its lens-mounted shutter and durable modular architecture formed the basis of the company’s V-System for decades. Hasselblad’s reputation expanded substantially after NASA selected modified Hasselblad cameras for spaceflight. The cameras were adapted for operation in cramped spacecraft and on the lunar surface, including changes to viewfinders, controls, film magazines and motor drives. Hasselblad equipment was used on Mercury, Gemini and Apollo missions, and modified cameras recorded many of the best-known still images from the first human lunar landings. The association with space exploration transformed Hasselblad from a respected professional toolmaker into an internationally recognized luxury technology brand. The company continued to develop professional systems through the 1970s, 1980s and 1990s. It introduced the 2000 and 200 series of focal-plane-shutter cameras, the XPan panoramic-format camera in cooperation with Fujifilm, and the H-System in 2002. The H-System moved away from the traditional square negative toward a 6-by-4.5-centimeter format and more automated operation. Hasselblad also established a digital-imaging subsidiary in 1985, but a major digital transition came through the 2004 acquisition of Imacon, a Danish-Swedish imaging company known for Flextight scanners and digital camera backs. The merger reunited Hasselblad’s camera heritage with digital imaging expertise. In 2011, private-equity firm Ventizz acquired the company. In 2017, DJI acquired a controlling stake, linking Hasselblad to a larger technology group with interests in drones, imaging and aerial systems. Hasselblad subsequently expanded its digital medium-format portfolio, notably with the X1D-50C in 2016, described as the first compact mirrorless medium-format digital camera. The company has continued with the X System, the modular 907X platform and the H System, while also supplying lenses and imaging components. Its cameras are used in commercial, fashion, landscape, fine-art, architectural and scientific photography, as well as in selected specialized imaging applications. Hasselblad remains a relatively small-volume manufacturer compared with mass-market camera companies, with its identity defined less by scale than by premium positioning, optical performance and a close association with photographic history.

History

Hasselblad’s roots reach back to 1841, when Fritz Wiktor Hasselblad established F. W. Hasselblad and Co. in Gothenburg as a trading company. The family later developed a photographic business, and in 1888 became the Swedish distributor for George Eastman’s products. Arvid Viktor Hasselblad, the founder’s son, encouraged the photographic side of the business, which eventually became a separate operation with shops and laboratories across Sweden. Victor Hasselblad was prepared for a career in photography and precision engineering through study and work in Europe and the United States. After disagreements within the family business, he established Victor Foto in Gothenburg in 1937. The Second World War then redirected his experience toward military imaging. Sweden asked him to reproduce and improve an aerial camera obtained from a downed German aircraft. In 1940, he organized a small workshop called Ross AB, and the company developed the HK7 and SKa4 aerial cameras. Military production continued during the war alongside manufacture of clock parts and other precision components. Victor’s post-war ambition was a civilian camera capable of competing with established German and American manufacturers. Design work began in the mid-1940s, including the Rossex project. The 1600 F appeared in 1948, followed by improved production versions and the 1000 F in 1953. These early models established the square 6-by-6-centimeter format but required substantial refinement. The 1954 SWA wide-angle camera demonstrated the potential of the system, particularly through its Zeiss Biogon lens. The critical breakthrough arrived with the 500 C in 1957. Its leaf-shutter lenses, interchangeable components and robust modular construction created a platform that remained central to Hasselblad’s professional identity for roughly half a century. The camera became increasingly visible among professional photographers, and NASA’s adoption of modified Hasselblad equipment from 1962 onward gave the brand exceptional international publicity. Motorized EL cameras and specialized data cameras were adapted for Mercury, Gemini and Apollo missions. Hasselblad equipment was used for many of the still photographs associated with human spaceflight and the first lunar landings. The camera business became profitable around 1960. In 1966, as the camera division grew, Hasselblad sold its photographic-supply and retail operations to Kodak. Ownership subsequently changed several times. Victor Hasselblad sold the company to Säfveån in 1976. Hasselblad became publicly traded in 1984, but Incentive acquired control the following year and later returned the company to private ownership. The business created Hasselblad Electronic Imaging in 1985 and continued developing professional cameras, including the 2000 series and the automated 200 series. In the 1990s, ownership passed to a group including UBS, Cinven and Hasselblad management. The XPan, introduced in 1998, was designed and manufactured in Japan by Fujifilm. In 2002, Hasselblad introduced the H-System, a more automated 6-by-4.5-centimeter film platform that complemented rather than directly replicated the classic V-System. The company’s digital ambitions were subsequently reinforced by the acquisition of Imacon in 2004. Imacon contributed digital camera backs and Flextight scanners, allowing the combined business to address the market’s shift from film to digital capture. Ventizz acquired Hasselblad in 2011. DJI became the controlling owner in 2017. Under the new ownership structure, Hasselblad continued to develop premium digital medium-format systems. The X1D-50C, launched in 2016, helped define the compact mirrorless medium-format category. Later products maintained the company’s focus on high-resolution imaging, while the 907X platform connected contemporary digital backs with the brand’s modular and historical camera designs. Hasselblad remains active as a specialist professional-camera manufacturer headquartered in Gothenburg.

2017
DJI takes control
[1]Hasselbladen.wikipedia.org
DJI acquired a controlling stake in Hasselblad.
2016
X1D-50C launched
[1]Hasselbladen.wikipedia.org
Hasselblad introduced the X1D-50C, a compact mirrorless digital medium-format camera.
2011
Ventizz acquires Hasselblad
[1]Hasselbladen.wikipedia.org
German private-equity firm Ventizz announced the acquisition of full ownership of Hasselblad.
2004
Imacon acquired
[1]Hasselbladen.wikipedia.org
The acquisition combined Hasselblad’s camera business with Imacon’s digital backs and Flextight scanners.
2002
H System introduced
[1]Hasselbladen.wikipedia.org
The H-System brought a more automated 6-by-4.5-centimeter professional camera platform, while the classic line was retrospectively designated the V-System.
1998
XPan introduced
[1]Hasselbladen.wikipedia.org
Hasselblad began selling the XPan, a panoramic-format camera designed and manufactured in Japan by Fujifilm.
1985
Hasselblad Electronic Imaging established
[1]Hasselbladen.wikipedia.org
The company created a subsidiary focused on digital imaging and transmission systems.
1984
Company goes public
[1]Hasselbladen.wikipedia.org
Victor Hasselblad AB became publicly traded, with a substantial portion of its shares sold on the Swedish stock exchange.
1969
Apollo 11 lunar photography
[1]Hasselbladen.wikipedia.org
Specially modified Hasselblad cameras documented the Apollo 11 mission, including photography on the lunar surface.
1962
NASA begins using Hasselblad cameras
[1]Hasselbladen.wikipedia.org
NASA selected Hasselblad equipment for spaceflight and requested modifications for operation in spacecraft and space suits.
1957
500 C establishes the classic system
[1]Hasselbladen.wikipedia.org
The 500 C replaced the 1000 F and became the foundation for Hasselblad’s long-running V-System.
1948
1600 F introduced
[1]Hasselbladen.wikipedia.org
Hasselblad released the 1600 F, its first major civilian camera design and an early expression of the square medium-format system.
1940
Military-camera workshop established
[1]Hasselbladen.wikipedia.org
Victor Hasselblad organized a Gothenburg workshop to develop Swedish aerial-surveillance cameras during the Second World War.
1937
Victor Foto founded
[1]Hasselbladen.wikipedia.org
Victor Hasselblad established his own photographic shop and laboratory in Gothenburg after leaving the family business.
1888
Eastman distribution agreement
[1]Hasselbladen.wikipedia.org
Hasselblad became the sole Swedish distributor for George Eastman’s photographic products.
1841
Family trading business established
[1]Hasselbladen.wikipedia.org
Fritz Wiktor Hasselblad established F. W. Hasselblad and Co. in Gothenburg as a trading company, creating the family-business foundation from which the photographic operations later developed.

Products and positioning

Premium professional imaging equipment combining medium-format image quality, modular system design, optical performance and Swedish heritage.

Medium-format film cameras · 1957
V System
Hasselblad’s classic modular camera family uses the square 6-by-6-centimeter format and interchangeable lenses, film magazines and viewfinders. The 500 C and related models established the system’s reputation for mechanical precision and long service life. The V System is closely associated with professional studio, portrait, fashion and documentary photography, as well as the modified cameras used in NASA missions.
Medium-format cameras · 2002
H System
Introduced in 2002, the H System moved Hasselblad toward a 6-by-4.5-centimeter format and more automated professional operation. It developed from a film platform into a digital medium-format system supporting high-resolution capture, interchangeable lenses and studio-oriented workflows. The range represents Hasselblad’s bridge between its traditional professional camera architecture and contemporary digital production.
Mirrorless medium-format digital cameras · 2016
X System
The X System is Hasselblad’s compact mirrorless medium-format platform. It combines a large sensor with a relatively portable camera body and dedicated interchangeable lenses. The system was introduced with the X1D-50C and is aimed at photographers who want medium-format rendering and resolution in landscape, fashion, commercial, fine-art and travel-oriented workflows.
Modular medium-format digital camera
907X
The 907X is a modular digital camera platform designed to connect Hasselblad digital backs with a compact camera body and a broad ecosystem of lenses and accessories. Its design reflects the company’s emphasis on system compatibility and links contemporary digital capture with the historical modular approach of Hasselblad cameras.
Digital imaging equipment
Digital camera backs
Hasselblad digital backs provide high-resolution digital capture for compatible medium-format camera systems. The category became increasingly important after the company’s combination with Imacon, whose technology included professional digital backs and imaging workflows. These products are primarily associated with studio, commercial, cultural-heritage and other demanding photographic applications.
Photographic lenses
Hasselblad lenses
Hasselblad produces interchangeable lenses for its medium-format systems, including wide-angle, standard, portrait, telephoto and specialized optics. The brand positions its lenses around high resolving power, optical correction and compatibility with professional digital sensors. Historical lens partnerships and designs connected Hasselblad with Carl Zeiss and Fujifilm at different stages of its development.

Marketing campaigns

1969Apollo 11 lunar photography
United States · International
Specially modified Hasselblad cameras were carried during Apollo 11, including an electronic camera and a lunar-surface data camera with a Zeiss Biogon lens and specialized film magazines.
Outcome. The cameras recorded some of the most recognizable still images from the first human landing on the Moon.
Source
1962NASA spaceflight partnership
United States · International
Hasselblad worked with NASA to adapt its cameras for spaceflight. Modifications addressed handling in confined spacecraft, operation with spacesuits, interchangeable lenses, film capacity and motorized film advance. The partnership made the brand a visible part of the Mercury, Gemini and Apollo programs.
Outcome. Hasselblad became strongly associated with space exploration and lunar photography, significantly increasing international brand recognition.
Source

Brand decisions

2017
DJI takes a controlling stakeM&A
Background
Hasselblad required continued investment in premium digital imaging while DJI was expanding its presence in cameras and imaging technologies.
Action taken
DJI acquired a controlling stake in Hasselblad.
Aftermath
Hasselblad continued operating as a premium camera brand within DJI’s wider technology group.
Source
2016
Launch of the X1D-50CProduct launch
Background
Medium-format manufacturers were seeking to make large-sensor systems more portable and appealing beyond traditional studio use.
Action taken
Hasselblad introduced the X1D-50C, a compact mirrorless medium-format digital camera with interchangeable lenses.
Aftermath
The product helped popularize a more portable form of digital medium-format photography and became the foundation of the X System.
Source
2004
Acquisition of ImaconM&A
Background
The transition from film to digital capture made digital backs, scanning and professional workflow technology strategically important to Hasselblad.
Action taken
Shriro Sweden acquired Imacon and combined its digital imaging capabilities with Hasselblad’s camera business.
Aftermath
The merger strengthened Hasselblad’s position in professional digital medium-format imaging and restored a stronger focus on digital products.
Source
2002
Shift toward the H-SystemStrategy
Background
Hasselblad responded to the professional market’s movement toward more automated 645-format cameras and introduced a new 6-by-4.5-centimeter platform rather than relying solely on the traditional square V-System.
Action taken
The company launched the H-System with new cameras and lenses and subsequently treated the classic line as the V-System.
Aftermath
The H-System became a major pillar of Hasselblad’s professional product strategy and helped modernize the company’s medium-format offering.
Source

Recent events

2022.02.15
Reported2022.02.15
OPPO and Hasselblad announce strategic imaging partnership[3]OPPO宣布与哈苏达成影像战略合作eprice.com.tw
OPPO announced a strategic partnership with Hasselblad focused on joint research and development in computational color and computational optics for smartphone imaging. The partnership’s results are planned to appear in future OPPO Find flagship products, with the imaging system slated to debut in the next-generation Find X flagship series.
2021.09.27
Reported2021.09.27
OnePlus adds XPan Camera Mode to OnePlus 9 phones[4]OnePlus 9系列上线XPan相机模式economictimes.indiatimes.com
OnePlus launched XPan Camera Mode for OnePlus 9 and 9 Pro users through an over-the-air update. The mode was co-developed with Hasselblad.
2021.09.17
Reported2021.09.17
OnePlus introduces Hasselblad XPan camera mode[5]一加推出哈苏XPan拍照模式finance.sina.com.cn
OnePlus introduced a Hasselblad XPan mode for its imaging experience, developed jointly by the OnePlus imaging team and the Hasselblad camera team.
2021.03.23
Reported2021.03.23
OnePlus launches 9 series smartphones and OnePlus Watch[6]OnePlus launches 9 series smartphones and OnePlus Watcheconomictimes.indiatimes.com
OnePlus launched its 9 series smartphones, an India-specific 9R device, and a smartwatch globally, including in India. The OnePlus 9 Pro and OnePlus 9 were scheduled to go on sale on April 1 and April 15, respectively.
2021.03.08
Reported2021.03.08
OnePlus and Hasselblad announce strategic partnership[7]一加与哈苏宣布达成战略合作slashgear.com
OnePlus announced a three-year strategic partnership with Hasselblad to collaborate on mobile imaging, including development of the OnePlus-Hasselblad mobile imaging system and imaging technologies.
2021.03.08
Reported2021.03.08
OnePlus and Hasselblad partner on camera development[8]OnePlus与哈苏合作开发相机技术mobilesyrup.com
OnePlus brought Hasselblad’s expertise into its camera development for a three-year partnership to improve mobile photography.
Unconfirmed
Hasselblad launches HX 0.8 focal reducer[9]哈苏推出HX减焦镜0.8dcdv.zol.com.cn
Hasselblad launched the HX 0.8 focal reducer for adapting HC/HCD lenses to X and 907X systems. The accessory reduces focal length to 0.8 times and increases aperture by two-thirds of a stop.
2020.04.02
Reported2020.04.02
Hasselblad releases Phocus app updates[10]Hasselblad发布Phocus应用更新popphoto.com
Hasselblad released updates to its desktop and mobile Phocus image-editing program, including new desktop tools and expanded mobile image import, editing, export and camera-control functionality.

Sources23 sources

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