Tag Archives: Touit 2.8/50M

Participation until June 8, 2014 on the ZEISS community on Flickr

Happy Birthday, Touit! We are celebrating the first birthday of our lens family for compact system cameras with APS-C sensor – a great reason to see what sort of great application images you have created so far. Until June 8, you have the possibility to submit the best image that you have taken with a Touit lens on our Flickr group. Afterwards, a prominent jury consisting of ZEISS experts as well as the four participants of last year’s "The ZEISS Challenge: Touit in Bangkok" will select the winning image.

The Touit family, E-mount

The Touit family, E-mount

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Fashion and beauty photographer Sonja Dirscherl aka MIA ROYAL tested exclusively the new ZEISS Touit 2.8/50M against the tough conditions of a studio. And she is enthusiastic. The light and flexible combination of a system camera with a Touit exceeded expectations compared to a full-frame camera — that latter the ‘normal’ benchmark for professional photography.

X-E2, Touit 2.8/50M, f/13, 1/160 sec, ISO 200

X-E2, Touit 2.8/50M, f/13, 1/160 sec, ISO 200
Full resolution on Flickr

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The new Touit lenses for compact system cameras express ZEISS’ creative philosophy from its recent design relaunch
“Impressive precision work“ was how the jury of the iF gold awards justified its award for the Touit 1.8/32 autofocus lens from the new ZEISS family of lenses for compact system cameras from Sony and Fujifilm: “The production quality clearly exceeds that of most other products.” Our goal of translating the identity and strengths of ZEISS lenses into their appearance, haptics and the impression they create has been successfully achieved. The outstanding imaging performance and ergonomics of the ZEISS Touit lenses are reflected in their uniform and well thought-out design language. In addition to an iF award, the lenses have also won a red dot product design award.
Touit 2.8/12 and Touit 1.8/32 for Fujifilm X-mount and Sony E-mount

Touit 2.8/12 and Touit 1.8/32 for Fujifilm X-mount and Sony E-mount

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First Touit lenses at dealers starting June 

In a few weeks, the first two members of the new ZEISS Touit family of lenses will be available at dealers. With the extreme wide angle Touit 2.8/12 lens and the standard Touit 1.8/32 lens, both for use on Fujifilm X and Sony NEX cameras, ZEISS is entering the market for compact system cameras (CSC) with autofocus interchangeable lenses. In addition to its innovative optical and mechanical design, this new lens series is characterized by its attractive product design, which has already received several design awards.

Touit 1.8/32 and Touit 2.8/12

Touit 1.8/32 and Touit 2.8/12

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How was the new family of lenses for compact system cameras (CSC) created and which steps did the lenses have to go through until they were ripe for the market?

Four years ago, a new market segment emerged in photography: compact system cameras (CSC), which are equipped with interchangeable lenses. Ever since then, compact system cameras have been the camera segment with the highest growth rates. After initially observing how the market was developing, ZEISS determined that high-performance lenses would also be interesting for customers in this market. In order to stay true to the high quality standards of the ZEISS brand, it was decided to focus on cameras with an APS-C sensor, the largest sensor that has been available so far for this type of camera. The new lenses from ZEISS should be developed for cameras from Sony and Fujifilm. The autofocus was planned from the start. Everyday photography was the class of usage defined during the early design phase, and also driven by the market, so the autofocus function was almost a must — it is a step toward  higher volume market, but at the usual high ZEISS quality.

Touit 2.8/12

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