I think Leica now own a big photographica collectibles auction house as well. To be fair, I think all of the big tech brands have house museums, eg. Nikon
https://www.nikon.com/about/corporate/museum
However more than their competition, Leica are now resolutely in a different business which is not optics, but Luxury Optics, even though Hermés sold their 30% of Leica shares. Leica sells fashion products in the tech arena, and exclusionary marketing is now their DNA. You create demand not by selling product, but by telling people that the price is very high and that they can't have them because the series is "limited". And you donate a few gold-coated ones to a "charity auction", hand out some samples on "loan" to reviewers, and make sure that some "celebrity" is photographed with them.
By the way, Hermés used to be a saddlemaker, and they still do make saddles, but I think they make most of their money with other products
Edmund