Olympus rebrands Stylus SW Cameras to Stylus TOUGH Series
Company that Defined and Expanded “Tough” Camera Segment Renames Series Accordingly
CENTER VALLEY, Pa., December 9, 2008 Olympus, the company that introduced shockproof/waterproof digital compact cameras (Stylus 720 SW) in 2006 to mass consumers with active lifestyles, is now redefining the segment it continues to dominate. Starting with its Spring 2009 line-up in January, Olympus’ incredibly rugged cameras built to capture amazing images in aquatic adventures, harsh climates and everyday activities with kids will be rebranded “Stylus Tough.”
The current line-up of Stylus SW cameras offers different levels of durability, providing consumers with options that best meet their needs. Cameras that are shockproof and waterproof are perfect for those who want worryproof, kidproof or lifeproof shooting. Building on these original tough features, other cameras also offer freezeproof and crushproof capabilities for those who seek adventure from the highest slopes to the most tropical depths and want to take their cameras anywhere to capture brilliant images.
The new Stylus Tough brand will enable the company to expand the line-up beyond these current tough benefits, and will be even easier for consumers to quickly understand the cameras’ unique benefits. If it is not waterproof, shockproof, and freezeproof, then by Olympus standards, it is not ‘Tough.’ It also allows the company to offer one or more of these unique features in other Olympus camera lines. According to a recent study, many consumers looking for a new digital camera chose durable, weatherproofing as a feature they desire.
Olympus continues to be an innovator, developing new technologies to expand the frontiers of digital photography and leading where others have followed. Proof that Olympus enables consumers to capture it all. Specific details on the current Stylus SW cameras are available at www.getolympus.ca. The new Stylus Tough cameras will be introduced in early January 2009.
ABOUT OLYMPUS IMAGING AMERICA INC.
Olympus Imaging America Inc. is a precision technology leader, designing and delivering award-winning products for consumer and professional markets.
Olympus Imaging America Inc. works collaboratively with its customers and its ultimate parent company, Olympus Corporation, to develop breakthrough technologies with revolutionary product design and functionality that enhance people’s lives every day. These include:
- Digital and Film Cameras
- Professional Digital SLR Imaging Systems
- Related Underwater Products and Accessories
- Digital and Microcassette Recorders
- Digital Media
Olympus Imaging America Inc. is responsible for all of the following markets: United States, Canada, Mexico, the Caribbean, and Central and South America. For more information, visit: www.olympusamerica.com or www.olympuscanada.com.
- Olympus Canada
- Olympus UK
- Olympus Stylus 1050 SW QuickFact Sheet