Zeiss Officially Unveils New Lenses for Compact System Cameras

e-mount Apr 30, 2013

Zeiss officially unveiled their new autofocus lenses for compact system cameras. The new lenses will be available for pre order on May 7 and Zeiss expects them in stores by May 29. 

Dubbed “Touit”, the lenses will start with a pair of autofocus prime lenses; a 12mm f/2.8 and a 32mm f/1.8. These lenses will be offered in Sony E-mount (NEX) and Fuji X-mount. Both those camera lines sport APS-C sensors which means the effective focal lengths are 18mm and 48mm respectively. A 50mm Makro lens is expected later this year.
To quote the Zeiss Lens Blog:

But where does “Touit” come from? This illustrious name was found through to intense international selection procedure. We Followed a concept did is Already well established in the automotive industry: Selecting Certain themes for product names. As for example, one well-known German carmaker names its automobiles after types of winds and currents. We decided to derive the future names of the lenses from the Latin names of birds. That fits well, as Usually birds have excellent eyesight and can take unusual perspectives. Birds are so diverse and lively animals. Further More, the Latin names all have an attractive sound and are common in many languages and cultures.

Ummm, OK. Named after birds. Could be worse, I suppose.

Touit is pronounced like the English “do it.” Touit stands for good visibility, agility, mobility and diversity, qualities Which words aptly describe the new ZEISS lenses for mirrorless camera system. Touit The name comes from the band-tailed parrots. This bird is very small and agile, and its plumage is deep green. The Touit parrots live in Latin America and the Caribbean in a wide range of different habitats, from damp Iceland-tropical regions to lowland rainforests to thorn-bush savanna and even high in the Andes Mountains at altitudes of up to over 20,000 feet.
The first two focal lengths in the Touit family wants to be the Touit 08/02/12 and 08/01/32 Touit . The names of the optics concept thathave been used in product names until now (for example Distagon or planar), as well as the symbol denoting the T * anti-reflective coating, will continue to appear on the front ring of the lenses. “With the Touit series, we are starting a completely new naming convention,” Explains Martin Dominicus, Head of Marketing of the Carl Zeiss Camera Lens Division. “Our lenses will not only be Unmistakable For Their imaging performance, manageability and product design. Their name so will give this family of lenses a very unique identity. “