OLYMPUS: THIS IS THE ‘ONE’

The third generation of the OM-D E-M1 camera – sitting in the line up between the E-M1X and the E-M5 Mark III – has arrived, along with new 12-45mm f/4 Pro lens. BPI News got hands on at Kew Gardens to discover how sales could promote fresh growth for your own business.

Rather than changing the model number of an already successful and identifiable camera series with each new iteration, the trend of late has been to simply add extra numerals on the end: witness the just announced version of Olympus’ former flagship in the OM-D E-M1 Mark III.

“We’re still breaking rules when it comes to technology,” Olympus’ In-store Support Specialist Clare Harvey-May told us by way of an introduction, referencing the tagline of the promotional campaign that runs alongside the camera: ‘No Limits: Break Free.’ You’ll also be able to catch the brand at The Photography Show this March, where it’ll be located on Stand D91.

On your ‘Marks’, get set: the new third generation OM-D E-M1 is still ‘breaking rules’, according to Olympus

A MINI E-M1X WITH SHARED FEATURES

Described as a “mini E-M1X”, which sits just above it in the line up, the third generation E-M1 features “the world’s best image stabilisation”, according to Olympus, with body-integral IS offering the equivalent of 7 stops, and 5-axis sync IS up to 7.5 stops. The latest version includes a brand new TruePic IX processor too, plus a 50MP hand held high resolution shot mode, comprised of 16 images shot with miniscule position shifts.

Construction wise, the weather-sealed Mark III features a slightly bigger grip, the menu button has been moved, an ISO button and multi selector/joystick added, while four custom settings have been squeezed around the shooting mode dial. USB charging is also possible while operation can be supported via a power bank should battery levels dip when photographers are out shooting. Naturally there have been ‘under the bonnet’ tweaks too. Its Supersonic Wave Filter dust reduction system has had a brand new coating applied while several thousand G’s of acceleration help shift any dust that should attach itself. The new camera further features the same shutter as the E-M1X, which has been tested for 400,000 operations.

As good in the wet as the dry: the weather sealed E-M1 Mark III takes on the challenge of a hothouse... and an iguana

Two card slots are provided for image capture. Slot 1 can handle both UHS-I and UHS-II SD cards, while slot 2 is for the UHS-I only. While its 121-point allcross type AF system is as before, Clare told us: “the algorithms for the AF system are pretty much the same as the E-M1X.”

As well as being compact, the OM-D E-M1 Mark III is also speedy, capable of up to 18fps in mechanical shutter mode or 60fs in electronic shutter mode. A Starry Sky AF mode has been added for night time / astro photography, plus we get Advanced Face Priority AF, for which accuracy and tracking performance have been improved.

Naturally the camera can shoot 4K resolution video and Olympus has added OM Log functionality for cinematographers, as well as more AF options for video than before and high speed 120fps capture to produce slow motion video effects when said footage is replayed. The camera can also been hooked up to a monitor via HDMI if desired.

With Georgina Pavelin recently departed, Marketing Product Specialist Claire Voyle (pictured with new camera) has stepped up into a more prominent role

As if all of the above wasn’t enough to entice your customers into ownership, the Mark III offers a Pro Capture Mode that takes 35 frames before the shutter release is fully depressed and 120 frames afterwards, while in Live Composite/ Live Bulb mode users can leave the shutter open for a whopping six hours.

The black-bodied camera arrives late February for £1,599.99 SRP, or in kit versions that pair it with an M.Zuiko Digital ED 12-40mm f/2.8 Pro lens at £2,199.99 or with an M.Zuiko Digital ED 12-100mm f/4 IS Pro lens at £2,499.99.

Providing a suitable partner for the camera is a further new lens, in the M.Zuiko Digital ED 12-45mm f/4 Pro. At 254g, it’s being pitched as the world’s smallest and lightweight model in its standard zoom category. With construction comprised of 12 elements in 9 groups, like the OM-D cameras it’s dust proof, splash proof and freeze-proof. Available from late March in black, SRP is £599.99.

www.olympus.co.uk