Digital era's next generation Olympus Pen E-P1 unveiled in the UAE

Olympus held the UAE launch for the Pen E-P1 at a press conference alongside its participation at Gitex Dubai 2009. The camera was unveiled by Mr. Nacho Abia, Executive Managing Director, Olympus Europa Imaging Gmbh, who had specially flown in from Germany for the occasion and Mr. Abdul Jabbar Al Sayegh, Chairman, Al Sayegh Brothers, the sole distributors and local agent for Olympus in the UAE.

"The new Pen E-P1 has fully met the spirit of time and promises the best of two worlds: SLR performance and compact convenience. By achieving this marriage successfully, Olympus is once again a step ahead. We believe the Pen is a milestone in photography and will change our photographic habits. We are confident that we can develop this head start to increase market share, and gain the number one rank in this new market field,"

said Mr Abia, speaking at the unveiling ceremony.

Olympus, which also celebrates the 90th anniversary of its establishment this year, marked the event with a photography campaign based on the theme: 'Dubai: Dawn to Dusk,' conceptualized as a tribute to the vibrant emirate and the fast paced growth witnessed by it in recent years. Talented lens men from among Dubai's photographer fraternity were invited to capture the various moods and tones of the city on film and selected images from this collection were displayed at an exhibition held alongside the press conference.

Congratulating Olympus on its 90th anniversary, Mr. Abdul Jabbar Al Sayegh commended the organisation for its significant contribution to the global digital imaging industry.

"Al Sayegh Brothers is proud of its long term association with Olympus, which has constantly demonstrated its dedication to technological innovation and has delivered on its promise to excellence. Olympus has become synonymous with quality and t,he new Pen E-P1, which is a classic example of this commitment, will surely have a huge appeal to all photography enthusiasts in the UAE," he said.

Representing a perfect harmony of modern technology and classic style, the retro design of the new Pen E-P1 is reminiscent of Olympus' legendary Pen series of cameras, which rewrote the history of photography when it was first launched in 1959. Five decades later, the Olympus passion for innovation is still setting the pace with the new Pen E-P1, which combines an incredibly small size, retro style, and ease of use without giving up any of the benefits of D-SLR quality.

The digital era's next generation Olympus Pen - the first ground breaking Olympus Micro Four Thirds model - also packs all the advantages of Olympus imaging technology including image stabilisation, dust reduction system and bright interchangeable lenses, including the first Olympus interchangeable lenses specially designed for the new Micro Four Thirds format.

The E-P1, which is available in two options (silver or white) boasts a variety of creative E-System features allowing photographers to explore new artistic possibilities. It also breaks new ground with the option of video recordings that were previously impossible.