an ad in 1935 showing a black Leica
Toronto. In the 1800s and early 1900s, black enamel was a choice for finishing metal. Sewing machines, microscope bases, lamps, and even the ubiquitous Model T Ford all came in the black enamel finish. When Leica cameras were first sold, black enamel was also the choice of finishes. In later years, Leitz perfected the rub-resistant satin chrome making their cameras satin chrome unless specially ordered in black trim.
This ad from the mid 1930s shows a black Leica and another marketing concept or two: 1. advertisements showing the camera in use by famous explorers or scientists like Jean Piccard and his wife; and 2. emphasis on S-L-O-W shutter speeds via a separate front dial that retarded the release of the second curtain. Any Leica returned to the factory could have the slow speed mechanism added eliminating the need to buy a HEBOO accessory (the ad’s emphasis on slow speeds countered complaints that other cameras had slow speeds earlier) .
My thanks to George Dunbar for sharing this advertisement from page 33 of the January, 1935 issue of the American Cinmatographer .
