Sony Middle East & Africa launches 100mm F2.8 STF G Master™ with Highest Ever Quality Bokeh for an α Lens in the UAE

Press release
Published March 28th, 2017 - 09:03 GMT
Sony α Lens
Sony α Lens

Sony Middle East & Africa unveiled two new lenses, the 100mm F2.8 STF G Master and a full-frame 85mm F1.8 mid-telephoto prime lens, as part of their popular line of E-mount interchangeable lens cameras.

With a unique STF™ (Smooth Trans Focus) design, the Sony flagship FE 100mm F2.8 STF GM OSS mid-telephoto prime lens (model SEL100F28GM) is built to deliver breathtaking bokeh; while the new compact lightweight FE 85mm F1.8 mid-telephoto prime lens (model SEL85F18) is perfect for any hobbyist or enthusiast photographer looking to create amazing portraits. 

Sony also introduced a new powerful, compact flash (model HVL-F45RM) with radio-controlled wireless communication that is ideal for professional shooting with Sony’s line-up of α7 full-frame cameras.

FE 100mm F2.8 STF GM OSS Telephoto Prime Lens (model SEL100F28GM)

A specially designed mid-telephoto, full-frame prime lens, the new 100mm STF is built to produce truly unique, magnificent and beautiful bokeh while maintaining the exceptional standard of resolution that is showcased throughout Sony’s entire line-up of flagship G Master series lenses, making it a powerful photographic tool for any portrait, fashion, nature or wedding photographer. 

These impressive defocus capabilities are made possible by the lens’ advanced optical structure, as it features a newly designed 11-bladed aperture and a unique optical apodisation lens element. Similar to a neutral density filter that increases in density towards the edges, the apodisation element creates beautiful transitions of in-focus to out-of-focus areas within an image, making for exceptionally soft, smooth bokeh that adds depth and dimensionality. This allows the subjects to stand out against beautifully defocused elements in both the foreground and background, producing an image that is naturally pleasing to the eye. The design of the lens also ensures that vignetting is kept to an absolute minimum, ensuring optimum image quality.

Additionally, the new 100mm lens supports both contrast AF and focal-plane phase detection AF, and has a high-precision, quiet direct drive SSM (Super Sonic Motor) system that ensures exceptionally fast and accurate AF performance. The SEL100F28GM also offers up to 0.25x close-up capabilities with a built-in macro switching ring, built-in Optical SteadyShot™ image stabilisation, a customisable focus hold button, AF/MF switch, aperture ring and is also dust and moisture resistant. 

FE 85mm F1.8 Telephoto Prime Lens (model SEL85F18)

The new SEL85F18 mid-telephoto prime lens offers an extremely versatile, lightweight and compact telephoto prime lens solution for a variety of Sony camera owners ranging from working professionals to emerging enthusiasts that have stepped up to an APS-C or full-frame camera for the first time. With its wide F1.8 aperture, it can produce impressive, exceptionally sharp portraits with soft background defocus that take advantage of its 85mm focal length and wide F1.8 maximum aperture.

The new prime lens features a 9-bladed circular aperture mechanism that ensures smooth, natural looking bokeh, and a double linear motor system to allow for fast, precise and quiet focusing. It also has a focus hold button that can be customised and assigned together with functions in the camera body like the popular Eye-AF feature. There is a smooth, responsive focus ring and AF/MF switch and the lens is also dust and moisture resistant3.

New Compact Radio-Controlled Flash

Sony’s new HVL-F45RM flash enhances the radio-controlled lighting system capabilities of their growing system, offering a compact professional shooting solution when combined with the currently available wireless remote controller FA-WRC1M and receiver FA-WRR1. 

The new flash, which is designed to complement the compact bodies of Sony’s E-mount camera line-up including full-frame α7 models, produces a maximum lighting output as expansive as GN45. This ensures sufficient illumination even when shooting with bounce lighting or high-speed-sync (HSS) flash. The radio capabilities of the HVL-F45RM allow it to be used as a transmitter or a receiver at up to 30m (approx. 98 ft ), making it an ideal fit for creative lighting with multiple flashes. Additionally, unlike optical flash systems, radio-control flashes do not require a direct line-of-sight between components to function properly, while also minimising any impact that bright sunlight has on signal transmission and control.

The HVL-F45RM flash has an impressive battery life of up to 210 bursts, and can tilt up to 150º vertically, a complete 360º horizontally and up to 8º downward to maximise versatility. Usability has been maximised with a new large, bright and highly visible LCD display, an LED light, dust and moisture resistant design3 and a revamped menu system that mimics those of Sony’s newest camera systems.

Pricing and Availability

The SEL100F28GM, priced at AED 7,299 and SEL85F18 lenses, priced at AED 2,699, and HVL-F45RM flash, priced at AED 1,599 will be available at Sony store in The Dubai Mall and other UAE retailers from 15th March 2017. Further information can be found on the Sony Camera Channel: www.youtube.com/c/ImagingbySony and the Sony Photo Gallery: www.sony.net/Product/di_photo_gallery.

Background Information

Sony

In 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation, the predecessor of Sony) 
started as a small company with capital of just 190,000 yen and approximately 20 employees.
Founder Masaru Ibuka said the purpose of setting up the company was to "establish an ideal factory 
that stresses a spirit of freedom and open mindedness that will, through technology, contribute to Japanese culture." 
Symbolizing Sony's spirit of challenge to "do what has never been done before," 
the company has continued to release countless "Japan's first" and "world's first" products.

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