The German Camera Manufacturer is over 100 years old, they have faced so many changes in the industry and they are profitable! Quality Product and known as expensive. The partnership with Huawei was very controversial but a sweet business move because they don’t advertise and the free advertising from Huawei is free. PLUS the difference between smartphone cameras to the true Leica Cameras is too significant that it doesn’t drop sales. They’re are collectors and fanatics of the brand. A niche maybe, not sure. Interesting! They might have an IPO soon.