Olympus Mju Tough Range Hits 1/4 million

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Olympus Mju Tough Range Hits 1/4 million

Three years since its introduction to market, Olympus Imaging Australia has sold its quarter of a millionth Mju Tough camera into the Australian marketplace. This latest announcement reaffirms Olympus’ consistent commitment to delivering state-of-the-art technology that offers Australians a compelling reason to buy a new camera, head outdoors and shoot.

The first-ever digital camera of its kind, the Mju Tough, heralded a new era of digital photography when it hit Australian shores in March 2006. Incorporating world-first waterproof and shockproof capabilities which have become its trademark, the Tough series has captivated Australians, with hundreds of thousands of photographers capturing moments outdoors like never before.

Continuing in the tradition of its predecessors, the latest additions to the Tough series include the new Mju Tough 8000 and Mju Tough 6000. As the ninth and tenth Mju Tough models to hit the Australian market, these take-anywhere cameras built to withstand constant everyday punishment, take outdoor photography to a new level.

The Mju Tough 8000 is the top-of-the-line camera and is as tough as they come. Waterproof to a depth of 10 metres, shockproof to two metres and crushproof to 100kg, the Mju Tough 8000 also incorporates a shockproof-compatible Dual Shakeproof CCD-shift image stabilisation function, ideal for those active moments where the photographer has an unsteady hand.

The Mju Tough 6000 boasts waterproof, shockproof, and snowproof features and can withstand depths of up to three metres, endure a fall from as high as 1.5 metres, resist dust, sand, and dirt as well as temperatures as low as -10°C. Combined with the high-sensitivity shooting inherited from the Tough 1030SW to create the Dual Shakeproof CCD-shift image stabilisation function, users no longer have to worry about camera shake, even in difficult outdoor conditions or underwater.

Lisa Forrest, Marketing Manager, Olympus Imaging Australia commented: “This important milestone reaffirms Olympus’ position as one of the industry's leading innovators. Our cameras are designed and built by people who are passionate about photography and always have consumers’ needs top-of-mind. With a quarter of a million Australians owning an Olympus Tough camera within three years, it’s clear that we’re onto a winner. It is this design philosophy that allows us to continuously deliver pioneering technologies that enable Australians to explore their world and capture memories, even in the toughest of conditions.

Forrest continued: “We receive phone calls from valued customers almost weekly with a new story to tell about the amazing capabilities of their beloved Tough camera – the camera that survived being buried in the snow for a week or the camera that was found at the bottom of Shelley Beach covered in barnacles. Both cameras still work!”

The two new Mju Tough models are due to hit retail stores on March 2, 2009.

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In Greek mythology, Mt.Olympus is the home of the twelve supreme gods and goddesses. Olympus was named after this mountain to reflect its strong aspiration to create high quality, world famous products.

"Olympus" has been used as a trademark since the time of Takachiho Seisakusho, the predecessor of Olympus Corporation.

In Japanese mythology, it is said that eight million gods and goddesses live in Takamagahara, the peak of Mt.Takachiho. The name "Olympus" was selected as the trademark because Mt.Olympus, like Mt.Takachiho, was the home of gods and goddesses. This trademark is also imbued with the aspiration of Olympus to illuminate the world with its optical devices, just like Takamagahara brought light to the world.

Takachiho Seisakusho was renamed Takachiho Optical Co., Ltd. in 1942 when optical products became the mainstay of the company. In 1947, the name was changed again to Olympus Optical Co., Ltd. in an attempt to enhance its corporate image.

And in 2003, the company made a fresh start as Olympus Corporation, to show its willingness to establish a dynamic corporate brand by unifying the corporate name and the well-known brand.

In recent years, Olympus Corporation has focused on "Opto-Digital Technology" as its core competence, technological strengths that competitors cannot easily imitate, to maximize corporate value and to become one of the top optical instrument manufactures.