Sony launches new G master brand of interchangeable lenses

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Sony introduced a new G master brand of interchangeable lenses and announced the first three models:

Sony FE 85mm f:1.4 GM telephoto prime lens
Sony FE 24-70mm f/2.8 GM standard zoom lens (price: $2,198):

  • E-Mount Lens/Full-Frame Format
  • Aperture Range: f/2.8 to f/22
  • One XA Element, Two Aspherical Elements
  • One ED Element, One Super ED Element
  • Nano AR Coating
  • Direct Drive SSM Focus System
  • Internal Focus Design
  • Focus Hold Button, AF/MF Switch
  • Dust and Moisture-Resistant Construction
  • Nine-Blade Circular Diaphragm

Sony FE 85mm f:1.4 GM telephoto prime lens
Sony FE 85mm f/1.4 GM telephoto prime lens (price: $1,798):

  • E-Mount Lens/Full-Frame Format
  • Aperture Range: f/1.4 to f/16
  • One XA Element and Three ED Elements
  • Nano AR Coating
  • Linear SSM Focus System
  • Internal Focus Design
  • Focus Hold Button, AF/MF Switch
  • Manual Aperture Ring
  • Dust and Moisture-Resistant Construction
  • Eleven-Blade Circular Diaphragm

Sony FE 70-200mm f:2.8 GM OSS telephoto zoom lens
Sony FE 70-200mm f/2.8 GM OSS telephoto zoom lens (US price not yet available):

  • E-Mount Lens/Full-Frame Format
  • Aperture Range: f/2.8 to f/22
  • One XA Element, Two Aspherical Elements
  • Four ED Elements, Two Super ED Elements
  • Nano AR Coating and Fluorine Coating
  • Linear SSM Focus System
  • Optical SteadyShot Image Stabilization
  • Internal Focus, Focus Range Limiter
  • Dust and Moisture-Resistant Construction
  • Eleven-Blade Circular Diaphragm

Sony FE 1.4x & 2.0x teleconverters (check pricing):

  • E-Mount Teleconverter/Full-Frame Format
  • 1.4x and 2.0x Magnification Factor
  • Communication Between Lens & Camera
  • Maintains Metering, Autofocus, and OSS
  • Dust and Moisture-Resistant Construction
  • Compatible with FE 70-200mm f/2.8 GM OSS

Sony Master G promo videos:

Press release:

Three new models including 24-70mm F2.8 Zoom, 85mm F1.4 Prime and 70-200mm F2.8 Zoom deliver unrivalled imaging experiences

Sony today introduced their flagship G Master™ brand of interchangeable lenses. The new brand includes three new E-mount full frame lenses including a 24-70mm constant F2.8 standard zoom, an 85mm F1.4 prime and a 70-200mm constant F2.8 telephoto zoom. Representing the ultimate blend of high resolution and beautiful bokeh, the new lenses feature Sony’s innovative optical element technology, design and calibration. This allows them to produce still image and video content with a level of detail and expression that has never before been possible.

“The new G Master brand represents the finest and most impressive group of lenses that Sony has ever brought to market,” said Yosuke Aoki, Vice President, Digital Imaging, Sony Europe. “With our knowledge of what the future will bring for digital imaging, we have designed these lenses and can ensure that the G Master brand will inspire and ‘wow’ photographers and videographers for years to come.”

New FE 24-70mm F2.8 GM Standard Zoom Lens

Featuring some of the most advanced lens technologies in the market today, the new FE 24-70mm F2.8 GM (model SEL2470GM) is the ultimate choice for those seeking the highest possible optical performance for portrait, travel and event photography or even simple everyday shooting[i].

The new lens is built with three aspherical elements including a newly developed, extremely precise XA (extreme aspherical) element that reduces aberration and delivers the ultimate resolution throughout the entire zoom range and aperture range, as well as from corner to corner of all image files. Additionally, an ED (Extra-low-Dispersion) glass element and Super ED glass element keep chromatic aberration to a minimum while maximising resolution and bokeh without any unnatural colouration.

The lens features a 9-bladed aperture that maintains a near circular shape at all settings and is coated with Sony’s original Nano AR coating to suppress reflections and ensure spectacular contrast and clarity.

The new FE24-70mm F2.8 GM lens has a direct drive SSM (Super Sonic wave Motor) focusing system that works with incredible efficiency thanks to a new set of algorithms that position the lens elements quickly and accurately. The motor is smooth and quiet, making it an ideal choice for shooting both still images as well as movies.

To maximise usability, the lens is dust and moisture resistant and features a compact, streamlined design that includes AF/MF switch as well as focus hold, zoom lock and hood release buttons.

Two new matching filters for the FE24-70mm F2.8 GM lens have also been introduced, including the VF-82MP MC protector and VF-82CPAM Circular PL filter.

New FE 85mm F1.4 GM Telephoto Prime Lens

Designed as the ultimate portrait lens, the long-awaited new FE 85mm F1.4 GM telephoto prime lens (model SEL85F14GM) strikes a perfect balance between resolution and bokeh in a compact package.

The lens features a new XA (extreme aspherical) element as well as three ED glass elements that work together to ensure that the in-focus areas are captured in extremely high resolution while the surrounding out-of-focus areas dissolve smoothly into a beautiful soft backdrop. It has a circular aperture with 11 blades – the most ever used in an α lens – that ensures bokeh is smooth and visually appealing. Externally, the new model has Sony’s original Nano AR Coating, which is of particular importance in a portrait lens as it reduces flare and ghosting, even with backlit subjects or similarly challenging lighting conditions.

For accurate autofocusing, the FE 85mm F1.4 GM lens includes a ring drive SSM motor system that provides ample power and speed to drive the lens’ large, heavy focus group. It’s also equipped with two position sensors to support flawless focus control of the large, heavy lens elements.

This new professional portrait lens is dust and moisture resistant and also has an aperture ring with on/off switchable click stops that can be adjusted based on whether a user is shooting still images or movies. It also has an AF / MF switch and a focus hold button[ii].

New FE 70-200mm F2.8 GM OSS Telephoto Zoom

Covering the frequently used 70-200mm focal range, the new FE 70-200mm F2.8 GM OSS telephoto zoom lens (model SEL70200GM) offers extremely high rendering, AF performance and image stabilisation, making it a versatile choice for shooting wildlife, sports, weddings and a variety of other events and locationsi.

The new flagship telephoto zoom model delivers extraordinary sharpness and clarity throughout the entirety of its zoom range thanks to its three advanced lens elements including XA, Super ED and ED glass components, as well as its Nano AR coating.

The new FE 70-200mm F2.8 GM OSS lens features a floating focusing system – implemented in an α zoom lens for the first time – that contributes to an impressive minimum focusing distance of merely 0.96m and ensures AF performance is optimised during both still and video shooting. The lens includes a SSM (Super Sonic Motor) plus dual linear motors that work together to move large lens elements quickly - a task that requires a high level of drive control and ensures focus accuracy. The new model also has built in Optical SteadyShot™ image stabilisation for capturing sharp, blur-free subjects at all focal lengths and a rotating tripod mount that allows the camera to be quickly removed from a connected tripod as needed.

The new 70-200mm telephoto zoom lens is dust and moisture resistant with an additional fluorine coating added to the front lens. It also has a focus hold button as well as a focal range limiter.

Sony has also announced new compact 1.4x and 2x Teleconverters – models SEL14TC and SEL20TC respectively – that offer even greater reach while maintaining the overall streamlined design and feel of the 70-200mm lens[iii].

Pricing and Availability

The new FE 24-70mm F2.8 GM Standard Zoom and 85mm F1.4 GM Telephoto prime lenses will be available in Europe in March 2016 priced at approximately €2,400 (SEL2470GM) and €2,000 (SEL85F14GM).

The new 70-200mm F2.8 GM Telephoto Zoom Lens and its compatible 1.4x and 2x Teleconverters will be available in Europe in May 2016 with pricing still to be confirmed.

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  • Mike

    I’m sorry. When you lens naming sounds like a rapper’s name….. can’t take you seriously. G-Master in the house!

    • Master G sounds even better!

    • JoeJohnBear

      G-String is the first thought that came to my mind.

    • Eddy Kamera

      G means “gangsta” in rap world. So you better be careful when you holler at Sony now, or their crew will take it as dissing and you could end up dead!!!

      • Mike

        My Nikon G lenses are shaking in their fiddy cent pouches.

  • JoeJohnBear

    So $3000 for the 70-200 2.8? If the dslt lens is of any indication.

  • Camaman

    These lenses really hit my G-spot!

    X 2 da’ G!
    G is the new “X”

  • Sebastien

    White lenses are so ugly

    • MdB

      Luckily it’s grey.

  • Ali G Master

  • Nik5

    2400€?? MOG!? Seriously? The 70-200 will cost 3400€? 😀

  • jsvfoto

    Wow! That’s some expensive glass.

  • Hardcore_Fanboy

    Definitely not a sony fan here… but it is good – sony did lack exactly this glass… and it will make fire under canons and nikons professional (read – expensive) line up – so they will have to adjust prices (yes – those also got out of hand lately nikon pused its faulty 70-200 above 2000 euro in EU, obviously still under sony level – but before this sony had 0 offer in this department)… or they will have to push some quality – either way – we win no matter if we intend to buy sony or not

  • I could care less about the zooms, but I’ll be interested to see how this 85 compares to the Batis. I like the fact that there’s an aperture dial on the lens, and it looks like there’s a switch to make it click-less for shooting video.

  • J.L. Williams

    People have already covered the rapper and G-spot jokes, but let me point out that “G Master” also sounds like a great name for a Korean high-performance tire and/or a manga comic…

  • SH*T666

    Pricing is just absurd. Nuts.

  • Beautifulmanclub

    So much for the weight savings :/

  • MdB

    I don’t really get the fixation on the name, considering ‘G’ lenses have been around since the Minolta days and are a carryover. The branding has also appeared on countless compacts, video cameras etc. The f4 70-200mm is a ‘G’ as is the A-Mount 70-200mm.

    ‘G’ actually stands for ‘Gold’, which is just as stupid as ‘L’ meaning ‘Luxury’, but whatever. Plus the term ‘Gold Master’ (what G Master is a shortened version of) is a term commonly used for final print versions, say for software being printed on physical disc.

    Obviously however, it’s a Sony, so therefore it’s stupid.

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