NEW YORK (June 3, 2010) – Leica Camera Inc. is proud to announce the opening of the Leica Boutique at the Willoughby’s Imaging Center on June 8, 2010. The new boutique marks the first Leica designed retail space in New York City and a marquis partnership between two historic brands in the photography industry.

Set within New York’s oldest photographic emporium, the Leica Boutique at Willoughby’s Imaging Center will provide a new source for information on all Leica-related topics and offer Leica’s full product portfolio, from point-and-shoot cameras to rangefinder and medium format systems and binoculars. Similar to all Leica products, this new retail setting will utilize premium design and materials to offer a memorable and interactive experience.

“We are proud to offer Leica clients and fans this distinctive new venue to explore our products,” remarks Leica Camera Inc. President Roger Horn. “Both Willoughby’s and Leica have a significant place in the photography industry’s rich history and we are excited to bring lasting synergy to both our brands through this partnership.”

To celebrate the grand opening of the Leica Boutique, Willoughby’s, along with photo enthusiast and actor Matthew Modine, renowned event photographer Patrick McMullan and Alex McCord of Real Housewives of New York, will host a VIP “cocktails and cameras” party. In addition to showcasing the new Leica retail setting, the event will exhibit the latest work of renowned fashion photographer and Leica Camera fan, Nevil Dwek.

The Leica Boutique at Willoughby’s Imaging Center is located at:

298 Fifth Avenue
New York, NY 10001
800.378.1898

Store Hours:
Mon-Fri: 9:00 AM - 7:30 PM
Sat-Sun: 10:00 AM - 6:30 PM

For more information on Leica, please contact Evins Communications or visit www.leica-camera.us.

ABOUT LEICA CAMERA
Leica represents a union of craftsmanship, technology and experience. It is at once an extension of art, knowledge and philosophy, providing a state-of-the-art optical experience in a precision, hand-made photographic instrument. Leica Camera has a simple mission: to provide users with an incomparable experience, an instrument that defines an unsurpassed heritage and sets a standard of excellence for the industry to meet.

Throughout the world, Leica enjoys recognition and customer loyalty, because of its achievements in the photography industry and its uncompromising pursuit of high-quality standards. Leica products are appreciated by discerning clientele; the hand-crafted designs are fabricated with unmatched mechanical and optical precision and yet they have an extraordinary aura that can evoke feelings and emotions. For more than 150 years, Leica has maintained a tradition of precision manufacturing and consistent innovation, which have steadily reinforced its preeminent worldwide reputation.

ABOUT WILLOUOGHBY’S IMAGING CENTER
Willoughby'sis proud to be NYC’s oldest photographic emporium serving consumers through three centuries. Over 110 years after famed lensman Charles Willoughby opened his camera shop in 1898, Willoughby's still sells a large selection of cameras and photo equipment for every budget and skill level–from simple point-and-shoot models to high-end single-lens reflex cameras. Willoughby’s also stocks a wide selection of camcorders for both the pro and consumer market and has a full selection of binoculars.

ABOUT NEVIL DWEK, PHOTOGRAPHER
Nevil, a native New Yorker, graduated from the Tisch School at NYU where he was twice awarded for excellence in Filmmaking. Today Nevil is an accomplished Fashion and Advertising Photographer, shooting with the Leica S2, as well as a director and producer of films.