Micro 4/3 has a big lead in the availability of cool and fun lenses of the kind beloved of the lens enthusiast, but the "full APS-C" crowd is just about to get a big step up. Ctein ought to like this...the three new Zeiss lenses for Sony NEX and Fuji X are to be grouped under the rather odd moniker "Touit"—named after a parrot! A genus of Neotropical parrots in the Psittacidae family to be precise, including the delightfully named "Sapphire-rumped parrotlet."
Hey, at least Zeiss didn't call them "Mimic."
The Zeiss Touit 32mm ƒ/1.8 (50mm-e) and Zeiss Touit 12mm ƒ/2.8 (18mm-e) (a Distagon retrofocus type, by the way) will be along shortly, and the 50mm ƒ/2.8 (probably a macro? And 10mm too short, says Old Grumpy) will be along later in the year.
About the name, which for some [ominous] reason is making me think of Pentax's quirky "*ist" appellation, Zeiss says,
But where does "Touit" come from? This illustrious name was found through an intensive international selection procedure. We followed a concept that is already well established in the automotive industry: selecting certain themes for product names. As an 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 birds usually have excellent eyesight and can take unusual perspectives. Birds are also diverse and lively animals. Furthermore, the Latin names all have an attractive sound and are common in many languages and cultures.
Why not just name the lenses after cars? Skips the middleman. I'll take a Zeiss Gullwing. Or a Zeiss Thunderbird. Oops, we're back to birds anyway. Guess they're right after all.
Zeiss got the main thing right. Products these days need names that are distinctive enough to be easily searchable. When you search for one of these, Google will lead you right Touit. Heh....
(Thanks to Tom Kwas)
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