My First Experience Using Hasselblad (X2D Review)

I've never had the highest opinion of Hasselblad. 10-15 years ago I saw two of them completely fail on set. I saw them struggle with autofocus even in a bright environment. I've seen my cheap DSLR take better-looking images in low light.  When Hasselblad reached out and offered to send me the X2D 100C for review, I was skeptical. I assumed it would be another overpriced, niche camera that I could never recommend. Although I can't say I'll be buying one. I enjoyed my time with the X2D far more than I thought I would and its features do justify it's high price. 

A Medium Format Camera Under $10K

The biggest surprise was the price. Unlike Hasselblad’s previous $20,000 to $30,000 cameras, the X2D 100C is priced at $8,200, putting it in direct competition with the Fujifilm GFX 100 II. This is still an expensive camera, but it is far more accessible than its predecessors.

It remains a medium format system, though its sensor (43.8 x 32.9mm) is the same size as Fujifilm’s GFX series rather than the larger sensors found in Hasselblad’s flagship H series cameras that have now been discontinued. Even with the smaller sensor, it delivers stunning image quality and dynamic range while making the medium format experience more practical for more photographers.

A Camera That Feels as Good as It Looks

Hasselblad has always been known for its elegant design, and the X2D 100C continues that tradition. The camera’s all-metal aluminum body feels like it was machined from a single block, giving it a premium, solid feel. The grip is large and comfortable, making it easier to hold, especially for photographers with larger hands.

One of the standout aspects of the camera is its simplicity. The button layout is clean, almost minimalistic, removing unnecessary dials and controls. The camera is missing a D-Pad which is a bit strange, and encourages you to use the touchscreen. Luckily the touchsreen and UI is the best I've ever used—smooth, responsive, and as intuitive as a smartphone.

However, the LCD screen has some limitations. It tilts upward for low-angle shots but does not flip out to the side or rotate forward, which can be frustrating for certain shooting scenarios.

Hasselblad Gets Storage and Charging Right

The X2D has a built-in 1TB SSD, meaning memory cards are optional but not necessary. The camera charges via USB-C. 

I appreciated being able to charge and transfer at the same time without the next for an additional memory card, memory card reader, and battery charger. 

Image Quality and Performance

In use, the X2D 100C is surprisingly capable. The phase-detection autofocus system is fast, quitet, and accurate—something that was not true for previous Hasselblad models. While the camera does have face detection, it is not accessible in the main autofocus menu, making it feel like an afterthought rather than an intentional feature.

One of the most impressive aspects of this camera is its flash sync capability. Because the X2D 100C uses a leaf shutter built into its lenses, it can sync flash at up to 1/4,000 of a second. Most cameras max out at 1/200 or 1/250, making this a major advantage for photographers who want to create shallow depth of field images outside with flash. 

The camera also shoots 16-bit raw files with 15 stops of dynamic range. I tested it in Cueva Ventana, Puerto Rico, a location with extreme contrast between bright daylight outside and a dark cave interior. I expected to need multiple exposures to capture the full range of tones, but the X2D 100C was able to handle the scene in a single frame.

However, when comparing the results to my Sony A7S III, a 12-megapixel full-frame camera, I noticed that the dynamic range was very similar. While the 16-bit color depth is impressive on paper, the real-world difference in dynamic range may not be as significant as expected.

The Lenses: High Quality at a High Cost

The XCD 20-35mm f/3.5-4.5 is equivalent to a 16-28mm full-frame lens and delivers incredible sharpness with minimal distortion. However, at $6,000, it is significantly more expensive than comparable full-frame lenses, such as Sony’s 16-35mm f/2.8, which costs less than half as much.

The XCD 75mm f/3.4, equivalent to a 60mm full-frame lens with a depth of field similar to f/2.8, is priced at $2,200. While well-built and capable of producing excellent images, it is difficult to justify when compared to full-frame 50mm lenses, many of which offer faster apertures for under $200. 

Part of the reason for the high cost of these lenses is the inclusion of leaf shutters, which allow for high-speed flash sync. For photographers who take advantage of this feature, the cost may be justified, but for those who do not, these lenses may not offer enough value compared to other options. 

Who Is This Camera For?

The Hasselblad X2D 100C is a beautifully designed, well-built camera with exceptional image quality. It is a strong competitor to the Fujifilm GFX 100 II, offering a different user experience with a focus on simplicity and premium craftsmanship.

This camera is ideal for photographers who value image quality above all else, prefer a minimalist design, and frequently use flash outdoors. It is not well-suited for hybrid shooters who need video capabilities, action photographers who rely on fast autofocus tracking, or those who need a more budget-friendly system.

Being that I shoot more video than stills these days, the X2D wasn't made for someone like me, but for those of you who are willing to pay a premium for the pinnacle of image quality, the Hasselblad X2D is far better than I ever expected it to be.