Hasselblad is a Swedish camera manufacturer headquartered in Gothenburg, with corporate roots dating to a trading company founded in 1841 by Fritz Wiktor Hasselblad. The company's camera history began when Victor Hasselblad developed an aerial camera for the Swedish military in 1941, followed by the first civilian Hasselblad, the 1600F, in 1948.
The brand became synonymous with medium format photography through its V System, used by professional photographers for decades and carried on NASA's Apollo missions, where modified Hasselblad cameras photographed the lunar surface. Today the company produces digital medium format systems, including the X System mirrorless cameras such as the X2D 100C, the modular 907X with digital backs that mount on classic V System bodies, and the H System, together with a line of XCD lenses.
Hasselblad cameras are assembled in Gothenburg, and the brand emphasizes its color science, machined aluminum construction, and Scandinavian design. Since 2017 the Chinese drone maker DJI has been the company's majority shareholder, a relationship that has also produced Hasselblad-branded camera systems on DJI drones and gimbals.
The company sells through its online store, flagship and partner retail locations, and authorized dealers worldwide. Camera bodies are priced in the thousands of dollars, with complete systems reaching well into five figures, placing Hasselblad among the most expensive consumer camera marques in production.