January promising release of new freezeproof, waterproof and shockproof models

January is going to see the launch of a new line-up of robust digital compacts from Olympus.

The company’s Mju SW models have become known for their sturdiness as they are freezeproof, waterproof and shockproof, but now fresh models are being promised for early next year under the new Mju Tough banner.

Olympus is hinting that the new line-up will be unveiled at the annual CES tradeshow in Las Vegas but hasn’t given away any specs as yet so watch this space.

It has, however, explained the name change. Says Miquel Angel Garcia, managing director marketing at Olympus Imaging Europa: ‘Over the last few years, our tough µ (Mju) SW-series cameras have increasingly impressed consumers with their combination of incredible durability and excellent image quality. They allow our customers the freedom to shoot in situations where other cameras simply wouldn’t survive.

‘Since some of our cameras even go beyond shockproof and waterproof – certain models are freezeproof and crushproof as well – we needed a name that was more reflective of the true nature of the SW series. The µ TOUGH brand lets our customers know what these cameras truly have to offer: strength that’s always ready to go, even in the most extreme conditions.’