Values shape vision
Since 1946, ALPA has built cameras defined by principles, not trends.
From its roots in Swiss watchmaking in 1946 to the launch of the ALPA 12 in 1996, ALPA has always stood for more than mechanical excellence. Our values are visible in every detail:
Swiss Made as a commitment to integrity, handcraft and precision as a living tradition, sustainability as longevity, and exclusivity as the reward of rarity.
The first hand drawing of the ALPA 12 System by Thomas Weber above shows that modularity was at the core when ALPA entered the premier league of Medium Format in 1996. From the beginning, every System 12 camera was milled, assembled, and refined with the patience of a watchmaker and the vision of a photographer. These values are not marketing claims. They are the foundation of instruments designed to endure and tools that carry the spirit of their origin into every frame.
Swiss Made
Beyond a label
Swiss Made is more than a label for us. It is a way of working that reflects a way of living: with precision, with humility, and with an eye on the long term.
Born from a country shaped by mountains, long winters, and limited resources, Swiss craft has always meant durability and responsibility. Tools had to endure for generations, built with care rather than excess.
This spirit lives on in each camera that leaves our manufacture. Materials are chosen for stability and each body assembled with patience and restraint. Swiss Made here is a commitment to integrity and longevity. A value as relevant today as ever.
The Human Factor: Made with Hands
At ALPA, personality counts. Every mechanism is adjusted, tuned and refined with the same care a watchmaker gives to a movement. Shift elements glide with certainty, locking systems engage with quiet confidence, and every click carries the clarity of a measured decision. This tradition of fine mechanics is our standard: instruments built with patience, guided by experience, and destined to endure.
Materials that Tell Stories
Only authentic materials find their way into our cameras. Fine woods are selected for their grain and warmth, leathers for their natural character and durability. Each piece is shaped, polished and finished by masters of the craft who understand that touch and texture matter as much as precision. Nothing is simulated, nothing superficial. What you hold is real, chosen for its honesty and its ability to age with dignity.
Crafted for Generations, Not Just Years
ALPA cameras evolve without losing their essence. The first ALPA 12 Model WA from 1996 and the 12 SWA from 2025 share the same spirit and remain part of one system. Over time, details have been refined, yet both work with the same backs, lenses, and modules. A philosophy of compatibility and lasting relevance.
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PRECISION MEASURED IN MICRONS. PASSION MEASURED IN DECADES