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Olympus rebrands their SW cameras to Tough series

Olympus, the company that introduced freezeproof, waterproof and shockproof cameras to the mass consumer market in 2006, is redefining this segment.

Beginning with the newest members of the line-up to be introduced in January 2009, these incredibly rugged cameras built to capture amazing images in extreme situations will be rebranded as Stylus (in the US) and µ (in the EU) Tough. The new Olympus Tough cameras will be introduced in early January 2009...


Check out the Olympus 1030 SW, the toughest one to dateThe Company that Defined and Expanded "Tough" Camera Segment Renames Series Accordingly

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."

"Consumers' passion and excitement for our tough cameras has continued to grow throughout the last three years, and they love the freedom of being able to capture beautiful images where other cameras wouldn't dare to venture," said Mark Huggins, executive director, Brand Marketing, Olympus Imaging America Inc. "Once our innovations moved beyond purely shockproof and waterproof – some Olympus cameras offer freezeproof and crushproof – the SW name became limiting. The Stylus Tough brand will be more descriptive and visual, and will provide us with greater flexibility as we grow this and other camera lines."

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 The new Stylus Tough cameras will be introduced in early January 2009.

Additional information: Check out the Olympus 1030 SW, the toughest one to date
December 10, 2008
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