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£100 Sony Saving
Sony ZV-E10 II Interchangeable-lens Camera with 16-50 II lens, grip, mic and cardSony ZV-E10 II Interchangeable-lens Camera with 16-50 II lens, grip, mic and card
Sale
Sony ZV-E10 II Interchangeable-lens Camera with 16-50 II lens, grip, mic and card
Enhanced expression and intuitive operation - Vlogging camera with Interchangeable lenses.  .   Advanced sensor technology - APS-C back illuminated Exmor R CMOS sensor with 26.0 megapixels.  .   Creative look function, create expressive moods in camera - Offering 10 presets that can be used as they are or customised.  .   Ensures consistently smooth, precise focus - 759 focal plane phase? detection AF points.  .   Electronic image stabilisation - providing highly effective stabilisation without sacrificing mobility.  .   Advanced 3 capsule microphone - Offers excellent pickup and noise reduction performance .  .     Upgrading? Check our offer for your old gear 0% Finance   Upgrading? Check our offer for your old gear   New this month

No stock on site. Please allow 20 days for delivery

£1,199.00 £1,099.00
£150 Saving
Sony ZV-E10L Interchangeable-lens Camera with 16-50 lens, grip, mic and cardSony ZV-E10L Interchangeable-lens Camera with 16-50 lens, grip, mic and card
15% off
Percent Off
Sony ZV-E10L Interchangeable-lens Camera with 16-50 lens, grip, mic and card
Professional-looking vlogs are easy with the ZV-E10 - Thanks to interchangeable lenses that capture the world however you choose to see it.  .  Easy, impressive vlogs - One touch control of background blurring.  .  Product Showcase Setting - Camera will quickly and automatically shift focus from your face to a product held in front of the camera.  .  Impressive images are the result of the camera's 24mp APS-C sized image sensor - High resolution 4K movies is as easy as pressing the MOVIE button.  .  Stunningly clear audio - Built for clear voice recording.  .  Share and connect - Simple remote connectivity with high-quality images.  .  Upgrading? Check our offer for your old gear0% FinanceNew Low Price Upgrading? Check our offer for your old gearNew this month

No stock on site. Please allow 20 days for delivery

£949.00 £799.00

Pre-order now for £100
Canon EOS R6 Mark III Mirrorless Camera BodyCanon EOS R6 Mark III Mirrorless Camera Body
Canon EOS R6 Mark III Mirrorless Camera Body
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  Upgrading? Check our offer for your old gearNew this month

New Product - Next delivery expected mid-December

£2,799.00
Pre-order now for £100
Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lensCanon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lens
Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lens
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  Upgrading? Check our offer for your old gearNew this month

New Product - Next delivery expected mid-December

£3,149.00

Pre-order now for £100
Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lensCanon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lens
Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lens
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  Upgrading? Check our offer for your old gearNew this month

New Product - Next delivery expected mid-December

£3,899.00
Pre-order now for £100
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera BodyPre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera Body
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera Body
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  New this month

New Product - Available to pre-order now. First stock available from 20th November

£100.00

Pre-order now for £100
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lensPre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lens
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4-7.1 IS STM lens
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  New this month

New Product - Available to pre-order now. First stock available from 20th November

£100.00
Pre-order now for £100
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lensPre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lens
Pre-order Deposit for Canon EOS R6 Mark III Mirrorless Camera with RF 24-105mm F4L IS USM lens
New and improved features - Whether you shoot sport, landscapes, or portraits.  32.5MP CMOS sensor - In-body image stabilisation up to 8.5-stops for crisp, detailed images.  40 frames per second and Pre-Shooting - Capture split-second moments .  CFexpress and UHS-II SD card slots plus Wi-Fi2 and Bluetooth - Flexible and reliable storage with Instant sharing and easy transfers .  7K RAW video up to 60p - Open Gate, capture the full sensor and reframe for multiple formats.  Dual Pixel CMOS AF II - Track people, animals, and vehicles, even in light as low as -6.5EV.  New this month

New Product - Available to pre-order now. First stock available from 20th November

£100.00

£170 Canon Black Friday Saving
Canon EOS R100 Mirrorless Camera with 18-45 and 75-300mm lensesCanon EOS R100 Mirrorless Camera with 18-45 and 75-300mm lenses
20% off
Percent Off
Canon EOS R100 Mirrorless Camera with 18-45 and 75-300mm lenses
Do your memories justice with this modern day essential - EOS R100 packs powerful features in a compact body and combines with a variety of lenses.  Compact and lightweight - Small enough to be taken wherever you want to go and always have at the ready.  Effortlessly capture the moment that matters in outstanding detail - The 24.1 MP APS-C sensor provides better light gathering performance and increased control over the depth of field over a compact camera.  Stay in focus and enjoy pin-sharp precision like a pro - Detects the person in frame to capture the moment right when it happens thanks to the powerful Dual Pixel CMOS Auto Focus .  Link EOS R100 to your smartphone using the Camera Connect app - Download your photos and videos automatically.  Pair EOS R100 with a wide range of high quality lenses - Enjoy the flexibility to get the look you want for each occasion.  Upgrading? Check our offer for your old gear0% Finance

New Product - please contact us for availability

£819.00 £649.00
£160 Canon Saving
Canon EOS R50 Mirrorless Camera with 18-45 and 75-300mm lensesCanon EOS R50 Mirrorless Camera with 18-45 and 75-300mm lenses
16% off
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Canon EOS R50 Mirrorless Camera with 18-45 and 75-300mm lenses
Compact, portable design with a large 24.2MP APS-C sized sensor - Take it everywhere.  Built for creators -The compact design and natural grip make it easy to shoot to your heart’s content.  Flexibility of the Vari-angle touchscreen lets you work all the angles - High, low or flipped to face you. 100% view, zero distractions.  Upskill your filmmaking in superior detail - UHD 4K 30p video oversampled from 6K .  Dual Pixel CMOS Auto Focus II coupled with the powerful DIGIC X processor - Delivers swift subject detection and tracking.  Capture more unmissable moments at 12fps - Switch up to 15fps when using silent electronic shutter.  Upgrading? Check our offer for your old gear0% Finance

New Product - please contact us for availability

£999.00 £839.00

12 months 0% Finance
Fujifilm X-T30 III Mirrorless camera body, BlackFujifilm X-T30 III Mirrorless camera body, Black
Fujifilm X-T30 III Mirrorless camera body, Black
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

in stock Low Stock - order now or contact us to reserve

£829.00
12 months 0% Finance
Fujifilm X-T30 III Mirrorless camera body, Charcoal SilverFujifilm X-T30 III Mirrorless camera body, Charcoal Silver
Fujifilm X-T30 III Mirrorless camera body, Charcoal Silver
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

New Product - First delivery overdue

£829.00

12 months 0% Finance
Fujifilm X-T30 III Mirrorless camera body, SilverFujifilm X-T30 III Mirrorless camera body, Silver
Fujifilm X-T30 III Mirrorless camera body, Silver
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

New Product - First stock expected November 27th

£829.00
Pre-order now for £100
Fujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lensFujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lens
Fujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

New Product - Available to pre-order now. First stock expected December 11th

£999.00

Pre-order now for £100
Fujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lensFujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lens
Fujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

New Product - Available to pre-order now. First stock expected December 11th

£999.00
Pre-order now for £100
Fujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lensFujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lens
Fujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  Upgrading? Check our offer for your old gear0% Finance

New Product - Available to pre-order now. First stock expected December 11th

£999.00

£150 Fujifilm Black Friday Saving
Fujifilm X-T50 Mirrorless Camera, Charcoal Silver with XC 15-45 lensFujifilm X-T50 Mirrorless Camera, Charcoal Silver with XC 15-45 lens
10% off
Percent Off
Fujifilm X-T50 Mirrorless Camera, Charcoal Silver with XC 15-45 lens
An astounding 40-megapixel resolution and advanced image-making specifications - Within an exceptionally sleek and manageable body.  AI-driven autofocus system delivers consistent, tack-sharp focus - A variety of subject detection modes are available, offering extremely accurate tracking of animals, birds, vehicles and people.  Total aesthetic control is placed at the tip of your fingers with the new dedicated Film Simulation dial - You can switch between classic Fujifilm looks and custom recipes with just a twist of the dial.  Housing an IBIS system offering a benefit of up to 7.0 stops - Massively expanding its ability to make quality images at low shutter speeds.  Record 6.2K video at 30p, or 4K at 60p - F-Log2 is also available, granting over 13 stops of dynamic range and enabling the colour grading of footage.  X-Trans CMOS 5 HR sensors extreme resolving power firstly allows for extensive cropping and reframing of images - But also enables 1.4x and 2x digital teleconverter functions.  Upgrading? Check our offer for your old gear0% Finance

New Product - On order, please allow ten days for delivery

£1,399.00 £1,249.00
Pre-order now for £100
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lensPre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lens
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Black with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  

New Product - Available to pre-order now. First stock expected December 11th

£100.00

Pre-order now for £100
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lensPre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lens
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Charcoal Silver with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  

New Product - Available to pre-order now. First stock expected December 11th

£100.00
Pre-order now for £100
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lensPre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lens
Pre-order Deposit for Fujifilm X-T30 III Mirrorless camera, Silver with XC13-33mm lens
Compact, lightweight body - Back illuminated 26.1MP X-Trans™ CMOS 4 sensor.  X-Processor 5 - High speed image processing engine approximately twice the processing speed of previous model.  Film Simulation dial - Intuitively switch between 20 Film Simulation modes.  Supports 6.2K/30P video recording - Greatly expanding creative possibilities from still images to video.  Subject detection AF - Recognises and tracks a wide variety of subjects.  Connect wirelessly to Fujifilm’s Link series smartphone printers - Print directly without using an app.  

New Product - Available to pre-order now. First stock expected December 11th

£100.00

Lens Deal
Panasonic Lumix S9 Mirrorless Camera Body, Black/Silver top
Panasonic Lumix S9 Mirrorless Camera Body, Black/Silver top
Elevate your social media - Create captivating content straight from the full frame camera.  Professional features but with no editing skills needed - From shooting to posting in 30 seconds.  Full frame sensor delivers stunning results even in low light conditions - Allowing you to capture high resolution videos and impressive photos.  High resolution 4K/6K videos - MP4(Lite) mode 4K video is perfect for transferring to your smartphone.  Flexible framing (Open Gate) capture what you need and crop what you don't - Get all the aspect ratios from one shot.   Phase Hybrid autofocus ensures sharp images - For video it guaranties your subject is always in focus,.  Upgrading? Check our offer for your old gear

New Product - please contact us for availability

£999.00
Lens Deal
Panasonic Lumix S9 Mirrorless Camera with S-R1840, Black/Silver topPanasonic Lumix S9 Mirrorless Camera with S-R1840, Black/Silver top
Panasonic Lumix S9 Mirrorless Camera with S-R1840, Black/Silver top
Compact design - The Lumix S9 has been designed with portability in mind and is the smallest full-frame Panasonic.  Mini S5ii - Many of the amazing features found in the larger S5ii are shared with the S9.  Content sharing - Create and share your captivating content with speed and ease.  There's LUTS to like - Choose from a wide range of LUTs in the LUMIX Lab app or create your own personal style to use in camera.  Flexible framing - Capture what you need and crop what you don't thanks to Open Gate recording.  18-40mm kit - This compact ultra-wide to standard lens features a collapsible design, making it super-compact when not in use.  Upgrading? Check our offer for your old gear0% Finance

New Product - On order, please allow ten days for delivery

£1,199.00

5% Instant discount
Sony Alpha 6700 Mirrorless Camera with 16-50 Mk2 lensSony Alpha 6700 Mirrorless Camera with 16-50 Mk2 lens
Sony Alpha 6700 Mirrorless Camera with 16-50 Mk2 lens
Next generation creativity on the go - Combines the latest AI technology with ?-series image quality in a compact APS-C camera body.  Exmor R CMOS image sensor with 26.01 effective megapixels - Offers extraordinary sensitivity, resolution and dynamic range, thanks to its back-illuminated format.  5 axis in body optical image stabilisation system - Detects and compensates for various types of camera shake.  Up to 759 phase detection points, covering approximately 93% of the image - AI processing unit gives more accurate recognition for a wider range of subject.  4K movie recording for stunning quality - High frame rate recording at up to 120p for 4K QFHD (3840 x 2160) output makes it possible to capture high-resolution movies in-camera.  Enhanced shooting flexibility with vari angle monitor - Giving you plenty of creative options for handheld and gimbal-mounted shooting of stills and movies.  Upgrading? Check our offer for your old gear0% Finance

in stock Low Stock - order now or contact us to reserve

£1,549.00
Pre-order now for £100
Canon EOS C50 Cinema CameraCanon EOS C50 Cinema Camera
Canon EOS C50 Cinema Camera
Compact Full Frame RF mount Cinema EOS camera - Built for aspiring and professional videographers.  Fast and agile for cinematic filmmaking - Powerful, nimble and ready for solo shoots or full team productions.  Shoot stunning 7K with full frame CMOS sensor - Dual base ISO (800/6400), and 15+ stops of dynamic range.  Capture 32MP stills at 40fps with ISO up to 64,000 - Enjoy oversampled 4K with rich, organic colour reproduction.  Unleash your vision with Open Gate 12-bit RAW at 6960×4640 in 3:2 - Shoot widescreen, vertical, or anamorphic in stunning detail.  Harness the power of the RF mount - Unlock RF mount versatility with prime, zoom, hybrid and cinema lenses.  Upgrading? Check our offer for your old gear0% Finance

New Product - Available to pre-order now. First stock available November 24th

£3,299.00

Pre-order now for £100
Pre-order Deposit for Canon EOS C50 Cinema CameraPre-order Deposit for Canon EOS C50 Cinema Camera
Pre-order Deposit for Canon EOS C50 Cinema Camera
Compact Full Frame RF mount Cinema EOS camera - Built for aspiring and professional videographers.  Fast and agile for cinematic filmmaking - Powerful, nimble and ready for solo shoots or full team productions.  Shoot stunning 7K with full frame CMOS sensor - Dual base ISO (800/6400), and 15+ stops of dynamic range.  Capture 32MP stills at 40fps with ISO up to 64,000 - Enjoy oversampled 4K with rich, organic colour reproduction.  Unleash your vision with Open Gate 12-bit RAW at 6960×4640 in 3:2 - Shoot widescreen, vertical, or anamorphic in stunning detail.  Harness the power of the RF mount - Unlock RF mount versatility with prime, zoom, hybrid and cinema lenses.  

New Product - Available to pre-order now. First stock available November 24th

£100.00
£100 Black Friday Saving
Nikon Zf SL Mirrorless Camera Body with promo case, SilverNikon Zf SL Mirrorless Camera Body with promo case, Silver
Sale
Nikon Zf SL Mirrorless Camera Body with promo case, Silver
Inspired by the Nikon FM2 - Full frame mirrorless camera that’s built on a legend.  24.5 MP CMOS sensor combined with the EXPEED 7 engine - Drives deep learning AF algorithms that detect and track more subjects.  Incredible 8.0 stops of 5-axis in camera image stabilisation - Focus Point VR gives you truly revolutionary control over the sharpest point in your frame.  Subject detection even in manual focus - Recognises your subject and automatically move the focus point to it.  Crisp 4K resolution, smooth AF and Clear audio - Allows you to capture video .  Robust build of a magnesium body - Brass mechanical control dials reveals an attractive patina over time.  Upgrading? Check our offer for your old gear0% Finance

in stock Low Stock - order now or contact us to reserve

£2,299.00 £2,199.00

Nikon Zf SL Mirrorless Camera with 24-70 zoom lens and promo case, SilverNikon Zf SL Mirrorless Camera with 24-70 zoom lens and promo case, Silver
Nikon Zf SL Mirrorless Camera with 24-70 zoom lens and promo case, Silver
Inspired by the Nikon FM2 - Full frame mirrorless camera that’s built on a legend.  24.5 MP CMOS sensor combined with the EXPEED 7 engine - Drives deep learning AF algorithms that detect and track more subjects.  Incredible 8.0 stops of 5-axis in camera image stabilisation - Focus Point VR gives you truly revolutionary control over the sharpest point in your frame.  Subject detection even in manual focus - Recognises your subject and automatically move the focus point to it.  Crisp 4K resolution, smooth AF and Clear audio - Allows you to capture video .  Robust build of a magnesium body - Brass mechanical control dials reveals an attractive patina over time.  Upgrading? Check our offer for your old gear

No stock on site. Please allow 20 days for delivery

£2,849.00
Nikon Zf SL Mirrorless Camera with 40mm SE lens and promo case, SilverNikon Zf SL Mirrorless Camera with 40mm SE lens and promo case, Silver
Nikon Zf SL Mirrorless Camera with 40mm SE lens and promo case, Silver
Inspired by the Nikon FM2 - Full frame mirrorless camera that’s built on a legend.  24.5 MP CMOS sensor combined with the EXPEED 7 engine - Drives deep learning AF algorithms that detect and track more subjects.  Incredible 8.0 stops of 5-axis in camera image stabilisation - Focus Point VR gives you truly revolutionary control over the sharpest point in your frame.  Subject detection even in manual focus - Recognises your subject and automatically move the focus point to it.  Crisp 4K resolution, smooth AF and Clear audio - Allows you to capture video .  Robust build of a magnesium body - Brass mechanical control dials reveals an attractive patina over time.  Upgrading? Check our offer for your old gear

No stock on site. Please allow 20 days for delivery

£2,519.00

Refurbished Bargain
Nikon Z 5 Mirrorless Camera with 24-50mm Lens | RefurbishedNikon Z 5 Mirrorless Camera with 24-50mm Lens | Refurbished
12% off
Percent Off
Nikon Z 5 Mirrorless Camera with 24-50mm Lens | Refurbished
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Welcome to the beauty of full frame photography - Tough, light, beautifully easy to handle.  Full frame 24.3 MP CMOS sensor - Takes full advantage of the ultra-wide Z mount’s light-gathering capabilities to deliver superb results.  Adapt instantly to changing light thanks to the camera’s wide 100-51200 ISO range - No need to worry about noise, you get clean images and stunning dynamic range.  Powerful in camera 5-axis VR image stabilisation - Lets you shoot at shutter speeds up to five stops slower than otherwise possible.  The 273-point Hybrid-AF (autofocus) system is fast, precise, and silky smooth - Subjects snap into focus and stay in focus no matter where they are in the frame.  Tough yet lightweight magnesium alloy body is weather-sealed to keep dust and moisture out - Especially around all moving parts and buttons.  Upgrading? Check our offer for your old gear0% FinanceEnd of line - available while stocks last

temporarily unavailable Temporarily unavailable

£999.00 £879.00
Refurbished Bargain
Nikon Z 7II Mirrorless Camera Body | RefurbishedNikon Z 7II Mirrorless Camera Body | Refurbished
21% off
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Nikon Z 7II Mirrorless Camera Body | Refurbished
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Let nothing stand between you and the uncompromising execution of your vision - Create freely, knowing you’ll see every detail and catch all you see.  Sensitive Hybrid AF system delivers wide, pin-sharp coverage - Returns to your selected focus point when it wakes from standby.  Shooting speeds of up to 10 fps in silence allow immense flexibility - While the deeper buffer and dual card slots let you keep shooting without interruption.  Incredible dynamic range at both high and low ISO values - Shoot video at resolutions up to 4K/60p lets you portray dynamic scenes in mesmerising detail.  Even small subjects can be tracked with precision - You can toggle tracking on and off via the shutter release or assign tracking to a camera or lens Fn button.  This 45.7 Full frame mirrorless camera is forged from super-strong yet lightweight magnesium alloy - Fully sealed against dust, dirt, and moisture.  Upgrading? Check our offer for your old gear0% FinanceEnd of line - available while stocks last

in stock While stocks last - One only

£1,899.00 £1,499.00

Refurbished Bargain
Nikon Z 7II Mirrorless Camera Body | RefurbishedNikon Z 7II Mirrorless Camera Body | Refurbished
20% off
Percent Off
Nikon Z 7II Mirrorless Camera Body | Refurbished
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Let nothing stand between you and the uncompromising execution of your vision - Create freely, knowing you’ll see every detail and catch all you see.  Sensitive Hybrid AF system delivers wide, pin-sharp coverage - Returns to your selected focus point when it wakes from standby.  Shooting speeds of up to 10 fps in silence allow immense flexibility - While the deeper buffer and dual card slots let you keep shooting without interruption.  Incredible dynamic range at both high and low ISO values - Shoot video at resolutions up to 4K/60p lets you portray dynamic scenes in mesmerising detail.  Even small subjects can be tracked with precision - You can toggle tracking on and off via the shutter release or assign tracking to a camera or lens Fn button.  This 45.7 Full frame mirrorless camera is forged from super-strong yet lightweight magnesium alloy - Fully sealed against dust, dirt, and moisture.  Upgrading? Check our offer for your old gear0% FinanceEnd of line - available while stocks last

in stock While stocks last - One only

£1,999.00 £1,599.00
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Nikon Z 8 Mirrorless Camera Body | RefurbishedNikon Z 8 Mirrorless Camera Body | Refurbished
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Nikon Z 8 Mirrorless Camera Body | Refurbished
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Compact body, flagship performance - 45 MP stacked CMOS sensor and impressive dynamic range.  Phenomenal deep learning AF system - Subject and eye detection hit rate you can rely on.  Small setup or a full rig - Record stunning 8K or 4K video straight out of the camera at an array of frame rates, including slow motion.  Gives your reaction time a boost by recording for up to a second before you take a shot - Fleeting gestures, unpredictable subjects: you’ll nail the moments you might have missed.  A smooth, uninterrupted view with no blackout - Just like an optical viewfinder thanks to dual-stream technology.  Never miss the decisive moment - You can shoot 11 MP stills at an insanely fast 120 fps, or 45.7 MP stills at an action-freezing 60 fps or 30 fps.  Upgrading? Check our offer for your old gear0% FinanceEnd of line - available while stocks last

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£3,449.00 £2,599.00

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Nikon Z30 Mirrorless camera with Z DX 16-50mm and Z DX 50-250mm VR lenses | RefurbishedNikon Z30 Mirrorless camera with Z DX 16-50mm and Z DX 50-250mm VR lenses | Refurbished
31% off
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Nikon Z30 Mirrorless camera with Z DX 16-50mm and Z DX 50-250mm VR lenses | Refurbished
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Shoot professional looking video - Create footage with the clarity, depth of field, and clear sound you’d expect from top class vloggers and streamers .  Uses the full width of its large sensor to give you 100% field of view (approx.) - Framing yourself and your subject is easy.  You can record up to 125 minutes of uninterrupted video footage - Giving you plenty of space for long takes or continuous shooting.  Capture great sounding audio via the sensitive built-in stereo mic or an external mic - The audio menu gives options for recording your voice, or ambient sound like music and city streets.  Turn the vari-angle monitor to face forwards instantly activates self-portrait mode - You can use the conveniently positioned record button to take snapshots or shoot video.  Video AF mode employs full time AF to take the work out of focusing - The camera will stay locked on to your subject, no matter what .  Upgrading? Check our offer for your old gear0% FinanceEnd of line - available while stocks last

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£949.00 £649.00
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Nikon Zf Body | Refurbished, BlackNikon Zf Body | Refurbished, Black
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Nikon Zf Body | Refurbished, Black
Refurbished product - One year warranty with the first six months suported by Nikon UK.  Exceptional image quality - The 24MP full-frame sensor offers stunning images in any scenario.  Classic meets modern - Stunning looks inspired by the FM2 meets advanced tech of the Z system.  Improved AF algorithms - The 299 AF area points provide perfect tracking accuracy and flagship level performance.  Dedicated B+W mode - A flick of a switch will let you shoot in Flat Monochrome, Deep Tone Monochrome or a user customised profile.  Cinematic video - Film beautifully sharp 4K footage up to 60p or full-hd at 120p for slow-mo.  Robust build - Magnesium body and brass dials offer a premiuim user experience .  Upgrading? Check our offer for your old gearEnd of line - available while stocks last

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£1,999.00 £1,399.00

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Panasonic Lumix DC-GH7 Mirrorless camera with 12-60mm f3.5-5.6 POIS lens
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Panasonic Lumix DC-GH7 Mirrorless camera with 12-60mm f3.5-5.6 POIS lens
Flagship hybrid camera for pro content creation - 25.2MP BSI CMOS sensor with PDAF, ProRes RAW HQ internal recording.  Phase Hybrid AF tracks subjects persistently - Capturing them quickly and precisely.  Dynamic Range Boost - Enables a wide dynamic range at all ISO sensitivity ranges.  ProRes RAW HQ internal recording can be performed on the camera body itself - Making it possible to produce high-quality content with minimal setup.  Compact body with a heat dissipation structure - Enabling extended recording even when shooting at heavy loads.  In addition to contrast AF it offers the Phase Detection AF system - Which improves subject tracking performance and metering .  Upgrading? Check our offer for your old gear

in stock Low Stock - order now or contact us to reserve

£2,149.00 £1,849.00
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OM System OM-5 Mark II Mirrorless camera body, BlackOM System OM-5 Mark II Mirrorless camera body, Black
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OM System OM-5 Mark II Mirrorless camera body, Black
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

New Product - Available to pre-order now. First delivery overdue.

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OM System OM-5 Mark II Mirrorless camera body, SilverOM System OM-5 Mark II Mirrorless camera body, Silver
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OM System OM-5 Mark II Mirrorless camera body, Silver
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

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OM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, BlackOM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, Black
OM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, Black
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

in stock Low Stock - order now or contact us to reserve

£1,499.00

£200 OM Winter Cashback
OM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, SilverOM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, Silver
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OM System OM-5 Mark II Mirrorless camera with 12-45mm Pro lens, Silver
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

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OM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, BlackOM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, Black
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OM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, Black
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

in stock Low Stock - order now or contact us to reserve

£1,499.00 £1,399.00

£200 OM Winter Cashback
OM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, SilverOM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, Silver
OM System OM-5 Mark II Mirrorless camera with 14-150mm II lens, Silver
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  Upgrading? Check our offer for your old gearFive Year UK Warranty when you register your purchase

No stock on site - Awaiting delivery information from OM System UK

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Pre-order now for £100
Pre-order Deposit for OM System OM-5 Mark II Mirrorless camera body, BlackPre-order Deposit for OM System OM-5 Mark II Mirrorless camera body, Black
Pre-order Deposit for OM System OM-5 Mark II Mirrorless camera body, Black
High-Res Shot - Capture ultra-detailed 50–80MP images | even hand-held.  Live Composite - Paint the night sky with stars, lightning, or light trails without over-exposure.  In-Camera Focus Stacking - Combine multiple focus points into one image for greater depth of field.  Live ND - Create smooth motion effects in waterfalls, rivers, or skies without an additonal ND filter.  

unavailable New Product - Available to pre-order now. First delivery overdue.

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Fujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, BlackFujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, Black
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Fujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, Black
Embodies what it means to be a modern classic - Combining a sophisticated elegant design with analogue controls that inspire image making.  Top plate is carved from a single piece of metal - Not only enhancing the look and feel, but also improving the dial operation.  Film Simulation dial features a precision cut indicator window - That minimises the gap between dial and body for an exact finish.  Classic Display mode in the EVF provides a clean viewfinder image with key information at the bottom of the frame - You can immerse yourself in image making with the camera to your eye.  Powerful five-axis IBIS mechanism offering up to 7.0 stops in the centre and 6.0 stops at the periphery - This makes it an effortless daily carry.  Subject detection AF to accurately track a range of subjects - Impressive autofocus prediction algorithm for reliable focusing .  Upgrading? Check our offer for your old gear0% Finance

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Fujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, SilverFujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, Silver
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Fujifilm X-E5 Mirrorless Camera with XF23mm F2.8 R WR, Silver
Embodies what it means to be a modern classic - Combining a sophisticated elegant design with analogue controls that inspire image making.  Top plate is carved from a single piece of metal - Not only enhancing the look and feel, but also improving the dial operation.  Film Simulation dial features a precision cut indicator window - That minimises the gap between dial and body for an exact finish.  Classic Display mode in the EVF provides a clean viewfinder image with key information at the bottom of the frame - You can immerse yourself in image making with the camera to your eye.  Powerful five-axis IBIS mechanism offering up to 7.0 stops in the centre and 6.0 stops at the periphery - This makes it an effortless daily carry.  Subject detection AF to accurately track a range of subjects - Impressive autofocus prediction algorithm for reliable focusing .  Upgrading? Check our offer for your old gear0% Finance

in stock Good Stock

£1,549.00 £1,499.00

£50 Fujifilm Black Friday Saving
Fujifilm X-E5 Mirrorless Camera, BlackFujifilm X-E5 Mirrorless Camera, Black
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Fujifilm X-E5 Mirrorless Camera, Black
Embodies what it means to be a modern classic - Combining a sophisticated elegant design with analogue controls that inspire image making.  Top plate is carved from a single piece of metal - Not only enhancing the look and feel, but also improving the dial operation.  Film Simulation dial features a precision cut indicator window - That minimises the gap between dial and body for an exact finish.  Classic Display mode in the EVF provides a clean viewfinder image with key information at the bottom of the frame - You can immerse yourself in image making with the camera to your eye.  Powerful five-axis IBIS mechanism offering up to 7.0 stops in the centre and 6.0 stops at the periphery - This makes it an effortless daily carry.  Subject detection AF to accurately track a range of subjects - Impressive autofocus prediction algorithm for reliable focusing .  Upgrading? Check our offer for your old gear0% Finance

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£1,299.00 £1,249.00
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Fujifilm X-E5 Mirrorless Camera, SilverFujifilm X-E5 Mirrorless Camera, Silver
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Fujifilm X-E5 Mirrorless Camera, Silver
Embodies what it means to be a modern classic - Combining a sophisticated elegant design with analogue controls that inspire image making.  Top plate is carved from a single piece of metal - Not only enhancing the look and feel, but also improving the dial operation.  Film Simulation dial features a precision cut indicator window - That minimises the gap between dial and body for an exact finish.  Classic Display mode in the EVF provides a clean viewfinder image with key information at the bottom of the frame - You can immerse yourself in image making with the camera to your eye.  Powerful five-axis IBIS mechanism offering up to 7.0 stops in the centre and 6.0 stops at the periphery - This makes it an effortless daily carry.  Subject detection AF to accurately track a range of subjects - Impressive autofocus prediction algorithm for reliable focusing .  Upgrading? Check our offer for your old gear0% Finance

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Pre-order Deposit for Sony Cinema Line FX2 Mirrorless Camera BodyPre-order Deposit for Sony Cinema Line FX2 Mirrorless Camera Body
Pre-order Deposit for Sony Cinema Line FX2 Mirrorless Camera Body
YOUR CINEMATIC VISION WITH FULL FRAME - Shoot 4K up to 60P, use 4:2:2 10-bit codecs, 15+ stops dynamic range, baked looks like S-CINETONE, MLUTs, or full grading flexibility with S-LOG3.  .  YOUR SUBJECT, ALWAYS IN FOCUS - Real-time and AI autofocus ensures fast, precise focus with subject detection for humans, animals, birds, and more, keeping your subject sharp.  .  FRAMING ON THE GO - Get stable handheld shots with IBIS, Active/Dynamic Active modes, and flexible framing with a tilting monitor and bright sunlight-ready tilting EVF.  .  ADAPTED TO ALL SHOOTING SCENARIOS - Built for versatility with cage mounting, an optional removable XLR handle for pro audio, cooling fan for long shoots, and quick switching to log and stills.  .  STEP UP YOUR FILMMAKING - Uses a CineAlta-inspired home screen, 16-bit RAW output for pro needs, and de-squeeze function for anamorphic shooting flexibility.  .  FULL COMPATIBILITY WITH SONY SYSTEM ADVANTAGE - Sony lens breathing compensation and Monitor and Control app offer waveforms, remote control, and enhanced focus transitions for cinematic shots.  .  

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Panasonic S1II Mirrorless Camera BodyPanasonic S1II Mirrorless Camera Body
Panasonic S1II Mirrorless Camera Body
Image Quality - newly developed 24.1MP full-frame, partially stacked CMOS image sensor, 96MP highres, LUMIX colour science, AFC/AFS 70 fps with Blackout-free , HEIF Recording, latest L² Technology engine.  Video Professional - LUMIX's first Open Gate 5.1K 60p high-speed recording option, along with other high-speed formats such as 4K 120p / 5.8K 60p, LUMIX’s first 15 stops of dynamic range videorecording in V-Log at frame rates below 30p, ARRI LogC3 is supported via Upgrade Key DMW-SFU3A.  Precise autofocus - Phase Hybrid AF with AI, image stabiliser, burst shooting, REAL TIME LUT, new AF recognition for ‘Urban Sports’, accurately capturing dynamic movements like breakdancing, skateboarding, and parkour.  Shooting efficiency - LUMIX Lab/Flow App, Capture One, Frame.io, loading settings between different models.  Superb operability - Photo/Video/SandQ switch, tilt and free-angle rear monitor, view finder, Hybrid/Crop Zoom.  Upgrading? Check our offer for your old gear0% FinanceFive Year UK Warranty when you register your purchase

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£2,899.00
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What are the benefits of Mirrorless Cameras?

Mirrorless cameras bring a few advantages over traditional SLR cameras. They will invariably be smaller and lighter weight than a SLR equivalent. The cameras will usually be faster, able to shoot multiple images per second, helped by the lack of mirror to move out of the way. They are also (slightly) easier to manufacture, as they have fewer moving parts. In theory a Mirrorless camera needs no moving parts at all, though most do use a physical shutter mechanism.

The main factor that drives most people to Mirrorless is not just size, but that almost all new technology from the main manufacturers is now Mirrorless with less and less new equipment being for SLR cameras.

What are the main differences between Mirrorless & DSLR Cameras?

The first difference is fairly obvious, a Mirrorless camera has no mirror! What does this mean? It means that when you wish to take a photo, you will be viewing the image in the viewfinder or screen in ‘live view’ i.e. you will see exactly what the sensor sees.

After this the differences are often less clear. Fundamentally both types of camera do the same thing, focusing light through the lens to the sensor. What a Mirrorless camera allows is for you to see how the image might look before you take the shot. This works by showing you the effect of your choice of ISO or your choice of Aperture on the image, allowing you to create the image you are looking for.

Away form these differences are the physical ones, a Mirrorless camera does not need to have its viewfinder directly above the sensor, and so you will often find a rangefinder style Mirrorless camera, or indeed a camera without a viewfinder at all. There is a Mirrorless camera for everyone!

What are the main differences between Mirrorless & Full Frame DSLR Cameras?

This one is easy, there isn’t one! Other than the differences explained above there is no difference in using a Full Frame Mirrorless or a Full Frame DSLR camera.

What Mirrorless camera brand is best?

This is not so easy. Like asking what is the best cheese? Or who is the best James Bond?

All of the manufacturers will gladly tell you why you should spend your hard earned money on their camera.

The main consideration is do you have lenses you wish to continue to use? If you do, then invariably it will make sense to stick to the brand you are familiar with. There are adapters from Canon & Nikon to allow use of their older lenses on their Mirrorless cameras. Interestingly (Sort of) there is also an adapter from Sigma allowing Canon lenses to fit on a Sony camera, these all work seamlessly and could help you save a lot of money.

If you are starting from scratch this is of no real consequence, unless you are interested in bolstering your kit using second hand equipment.

For years Canon & Nikon have led the way in cameras. More recently Sony, Panasonic & Fujifilm have gone to exclusively producing Mirrorless cameras. With everything from the almost pocketable Lumix G9X to the Professional Nikon Z9 & Canon R3 there really is something for everyone.

There are compelling arguments for most of the manufacturers and ultimately we find that that is where a good old fashioned conversation with one of our friendly team is helpful. We can help you narrow down the field and help you make your choice.

The History Of Mirrorless Cameras

For over 50 years, since the classic days of the Pentax Spotmatic and the Olympus OM-1, the most popular camera for the professional and enthusiast alike has been the SLR, or Single Lens Reflex camera.  Its name denotes the mirror, or reflector, placed behind the lens to direct the image away from the film and on to a ground-glass viewing screen on top of the camera.The mirror flips out of the way when the shutter is fired.  A pentaprism and viewfinder were added to 35mm SLRs to allow for eye-level viewing.  The slogan, 'Just hold a Pentax' was born and until maybe the arrival of the Sony Alpha 9, nothing else would do.

Early digital cameras suffered from high battery drain and severe delays in-between pressing the shutter and actually taking a picture.  The Digital SLR, with its optical viewing system and sophisticated autofocus became the 'go to' option.  As technology has improved, most digital SLRs offer the option of locking up the mirror and viewing the image electronically in the same way as a TV camera or your smartphone.  The electronic viewfinder, with built-in eyesight correction for spectacle wearers, can show all the camera settings, grid-lines, etc as well as a review of the captured image complete with histogram without taking the camera away from your eye.

The first digital system cameras were virtual replicas of the previous SLRs with a digital imaging sensor used in place of the 35mm film.

Panasonic were the first to dispense with the mirror when they launched their miniature Lumix G1. It used a smaller, 4/3 sensor originally pioneered by Kodak and Olympus.

The G1 was followed by the the Sony NEX using a slightly larger APS-C or 'crop' sensor and then the Sony Alpha 7 with the same lens mount but using a full-frame sensor.

As technology has developed, one manufacturer after another decided that the time had come to do away with the expensive mirror box and optical viewfinder altogether and rely totally on the ‘live-view’ image.  DSLR users were encouraged to 'Go Mirrorless'.

In 2019, the term ‘Mirrorless’ came into popular use to indicate a DSLR that had shed its mirror and evolved into something smaller, better and totally electronic in its capture and display of the image.  Truly, a camera for the 21st century.