Hasselblad X2D II is Selling Strong – Even Marques Brownlee Wants One

Hasselblad X2D II at B&H Photo, Amazon, Adorama, FotoKoch, Foto Erhardt, Calumet DE, WexUK.

According to my store contact, the new Hasselblad X2D II with Sony’s renowned 100MP medium format sensor is selling very well. Due to high demand, the camera will only be available again in late October at BHphoto (Click here).

it is also ranking on second place right now at BHphoto’s bestseller list:

Marques Brownlee also is tempted to buy it:

This is an incredible achievement for Hasselblad, especially if you consider that just a decade ago the company seemed completely lost, releasing those odd Stellar and Lunar models based on Sony cameras. PetaPixel published a great article retracing the story of Hasselblad’s recent success:

Hasselblad’s recent history reads like a rare redemption arc in the world of luxury. A name that drifted found its footing again, rebuilt its products with care, and recovered its place with surprising speed. That is not common, and it is great to see.
The cameras look and feel like objects made to last, and pieces like the 907X with CFV backs reconnect past and present in a way that feels natural rather than nostalgic.
As for the future, the signs are encouraging. Decisions are measured, the range is focused, and the brand is respected. For now, it seems the company is in good hands, and the story of this historic brand continues.

What lesson should Sony take from this?

There’s clearly a market of photographers willing to pay a premium for cameras that combine exceptional build quality, ease of use, and outstanding image performance—especially when rooted in a strong legacy. Lately, Sony seems a bit risk-averse, which is puzzling given the vast resources at their disposal. They could draw on Minolta’s heritage to craft a classic full-frame camera, or leverage their medium format sensor expertise to launch a truly groundbreaking model.

Sony shouldn’t be afraid to innovate with cameras that stand out—devices that inspire through bold design and uncompromising image quality. Hasselblad’s revival, along with the success of models like the Fujifilm X100VI, Nikon Zr, and Leica’s lineup, shows that heritage and design really do matter.

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Hasselblad X2D II at B&H Photo, Amazon, Adorama, FotoKoch, Foto Erhardt, Calumet DE, WexUK.