September 21, 2011 -- A new Advanced Camera with Interchangeable Lens that proposes new forms of imaging expression and enjoyment

TOKYO-Nikon Corporation is pleased to announce its new Nikon 1 brand, an Advanced Camera with Interchangeable Lens that proposes new forms of imaging expression and enjoyment.

The new Nikon 1 brand joins existing Nikon D-series digital-SLR cameras and the COOLPIX brand of compact digital cameras as the third brand in Nikon's digital camera arsenal.

Brand Concept
With the spread of digital cameras and advances in optical, digital and communications technologies, actions such as shooting, seeing, choosing, sending and sharing photos are becoming as common as having a conversation. Photos themselves let you feel the emotion and passion felt by the photographer. Photos have become a global language that transcends borders, playing an important role as a new communication tool for people.

Looking into the future, as a long-time developer of cameras and lenses, Nikon wanted to create an essential communication tool that will lead the era powered by their brand concept, "Don't miss the special moment within a moment." Inspired by this belief, Nikon fused engineering technology with cutting edge digital technology, to create a new digital camera system, "Nikon 1." This innovative camera allows anyone to carry it effortlessly, capturing special moments without fail, and turn their casual moments into high quality, instantly shareable memories.

Nikon 1 Naming
Nikon 1 is an innovative digital camera system that significantly alters common conception regarding digital camera imaging expression and incorporates functions that offer high added value. The name for this new system, Nikon 1, came from the idea of developing a completely new camera system that would be a leader in the digital age by starting from nothing, or "0", and giving birth to "1".

Advanced Camera with Interchangeable Lens
"Advanced Camera with Interchangeable Lens" is the name of the new Nikon 1 digital camera system category of cameras. Nikon's Advanced Camera with Interchangeable Lens are not only compact, lightweight cameras fully loaded with Nikon camera and NIKKOR lens technologies, but are also cameras that embody the thrill of new imaging experiences by combining still image and movie recording and supporting many methods for sharing photos and movies to suit the needs and preferences of this new digital age.

The new Nikon 1 brand of cameras falls into a category that Nikon calls "a Advanced Camera with Interchangeable Lens". Among the many meanings included in this name is the implication of the creation of a new range of possibilities that is not available with current imaging culture through differences in camera mechanisms and form that exclude them from existing camera categories.

Nikon will celebrate its 95th anniversary next year, and is extremely proud of its record of having utilized its optical technologies in the development of many innovative products over nearly a century. So that we may continue our role as a leading company in the imaging industry in this age when digital technologies have become so common, Nikon looks forward to proposing new forms of imaging enjoyment and value over the next century as well. The first step in this process will be the development and expansion of Nikon 1 cameras, a new type of camera that creates new imaging possibilities never before considered with conventional compact digital cameras or digital-SLR cameras.