The German association for the study of branding (G·E·M) has honoured Leica majority shareholder Dr Andreas Kaufmann with the 2026 G·E·M Award. At a gala event in Darmstadt, the jury acknowledged Dr Kaufman’s outstanding brand management and his contribution to global development of the Leica brand.

The award was presented by Professor Achim Heine from Berlin University of the Arts, who emphasised that Kaufmann, through his vision and commitment, is responsible for Leica becoming one of the most popular and sought-after brands in Germany. Heine recounted how Kaufmann had acquired Leica around 20 years ago while the company was in a difficult financial situation and set it back on a course to growth through his long-term investments. Today, the brand represents precision, craftsmanship, timeless design and strong technological innovation, according to Heine. Kaufmann has also extended the Leica product range from cameras, lenses and sports optics to include high-quality smartphones, home cinema projectors, watches and spectacle lenses, Heine highlighted. Furthermore, Kaufmann has continuously expanded the global network of Leica Stores. Heine concluded by accentuating the entrepreneur’s commitment to promoting the culture of photography worldwide through 30 galleries and the Leica Oskar Barnack Award.

Kaufmann accepted the award with the following words: “For more than a century, Leica has called Wetzlar, in Middle Hesse, home and has been engaging with a tightly knit international community from there. Our values and technological expertise are reflected in each of our products. In the name of Leica Camera AG and our approximately 2,300 employees worldwide, I would like to thank the G·E·M wholeheartedly for this award.”

With the G·E·M Award, the association for the study of branding honours figures who sustainably shape a brand. The G·E·M Award has been presented annually since 2011 and is not open for applications. Nominations, justified by a reasoning, are made to the association and subsequently assessed.