There were many highlights in this year's CP+ Camera and Photo Imaging Show in Japan, but it was Sigma which stole the limelight with its announcement of the world's first telephoto zoom lens with a constant f/1.8 aperture.
The lens maker also jumped onto the mirrorless camera bandwagon with its first mirrorless cameras.
Mirrorless cameras have enjoyed growth despite the overall decline in global camera sales.
Yearly sales in the US grew 16.5 per cent as of April last year, compared with the same period in the previous year, according to market research firm NDP Group.
In Singapore, the percentage of mirrorless cameras sold grew from 17.5 per cent of total camera sales in 2014 to 19.4 per cent last year, according to market research firm GfK Asia.
It was therefore no surprise that Sony is continuing to bet on its Alpha mirrorless series with its new a6300 camera, which was featured at the show.
But not all companies are biting the mirrorless camera magic bullet.
Traditional DSLR powerhouse Canon resisted the temptation and launched its new mid-range DSLR, while Nikon rolled out new prosumer compact cameras at the show.
Organised by the trade group Camera and Imaging Products Association, the CP+ Camera and Photo Imaging Show is an annual photography trade show held in Yokohama, Japan.
Camera and photographic accessory manufacturers take part in the exhibition to show off their latest wares.
Highlights of the show
ST's Trevor Tan braved the cold, pounded the show floor and queued with the crowd to check out the latest photography gear.