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Wednesday, May 23, 2007

Olympus Stylus 770 SW Wins TIPA Award

It’s the camera that’s like no other – and now it has won a TIPA Award: The shock, water, crush and freezeproof Olympus µ 770 SW (Stylus 770 SW in the U.S.)*. The Technical Press Image Association (TIPA) has conferred this model the award for Best Innovative Design in Europe 2007. Each year, TIPA honours products and technologies of special distinction across a number of areas in the field of photography. The association membership currently comprises 30 publications across 12 European countries.

With the µ 770 SW, Olympus has taken its “rough’n’tough” camera concept a step further to overwhelming critical acclaim. TIPA had no trouble finding arguments to support its decision to give this model the Best Innovative Design in Europe 2007 Award, citing that it “succeeds in combining a heavy-duty body with an elegant design. But [that] the all-metal finish isn’t merely cosmetic – it can withstand loads of up to 100kg, can be submerged to a depth of 10 metres, can survive falls up to 1.5 metres and still keep shooting at a temperature of -10°C!” The jury continued its accolades, saying: “With its stylish casing and all-round good looks, the µ 770 SW is as happy in a designer handbag just as much as it is in an outdoor photographer’s camera bag. An entirely unique design, it offers a great range of features beyond its rugged build, including a 3x zoom lens (38-114mm equivalent), a 7 Megapixel sensor, and Olympus’ excellent BrightCapture Technology, which allows sharp, high-quality images to be taken in low-light conditions.”

Michael Handa, Executive Managing Director of Olympus Imaging Europe, commented: “We are delighted to receive this award. It confirms the validity of our approach to offer a camera that’s tough enough to keep up with the demands of active living. The solid and stylish design coupled with high-performance features to guarantee great image results has already won-over many customers. Now, with this TIPA Award, we are confident that even more people will get to know the advantages of the truly remarkable µ 770 SW

* Shockproof according to MIL standards, waterproof equivalent to the IEC standard publication 529 IPX8