2CFA-Blog

Compared to other brand launch events, SIGMA creates a truly unique atmosphere. Just like the company itself, it's small but always full of surprises.

The launch event was like a musical, choreographed to showcase the BF camera being used to capture beautiful moments in various urban settings. I have to admit, SIGMA is very good at these little touches, just as the BF's name suggests – Beautiful Foolishness. If you suddenly ask, "Isn't a mobile phone more convenient for these kinds of everyday scenarios?" You've hit the nail on the head. The head of SIGMA China addressed this very question at the beginning: 'According to their understanding, in today's world of highly developed mobile phone photography, is there still value in cameras? The answer is affirmative.' Although it seemed like he didn't directly answer the question, after watching the following performance, I felt the irreplaceable reasons for cameras.

After a hands-on experience, I also chatted with a busy SIGMA staff member. He mentioned:

1. The BF's L-log is the same log curve as Leica's.
2. The BF's production capacity won't be very high, because each camera body takes 7 hours to make.
3. The autofocus is on par with current mainstream standards.

Actually, I know the market is very realistic. The BF is definitely not a camera that everyone will praise. The electronic shutter, lack of a hot shoe, no card slot, no in-body image stabilization, and the price – these seem to be the original sins that make the BF unpopular. In the face of these real-world shortcomings, craftsmanship and a sense of ritual in life are often overlooked. We all approach camera purchases with the same criteria we use to choose a partner – every penny spent must be exchanged for the expected functionality. This is understandable. Camera functions are also becoming stronger as expected, especially in the 135 format. Apart from different brand logos, the products are all converging, without exception. This is a good thing, but not entirely.

Writing this, I'll share a personal experience. If you have enough experience, you'll really find that the laws of development of things are very similar: In 2011, Fujifilm released the first X100 camera. At that time, the Canon 5D Mark II was king, and Canon's "Holy Trinity" lenses were highly sought after. If you were carrying a small Fujifilm, it was really difficult to fit in with major photography organizations. Of course, Fujifilm was indeed lacking at that time, but everyone knows about Fujifilm's subsequent dominance. Here, I specifically searched the second-hand market for the prices of the 5D Mark II and the original X100. Unexpectedly, more than a decade later, the X100 has won its own honor in another market.

Finally, I'd like to add one more thought. SIGMA is using extreme craftsmanship to painstakingly create a beautiful camera. It's also thinking about the future environment of camera use with its own imaging philosophy. But as a user, you might need to consider: Why would you expect SIGMA to make an all-around camera that isn't already plentiful on the market? And if you already have an all-around camera, why switch to SIGMA? If you've thought about these two questions, then you shouldn't buy it, because it's not trying to replace the camera you already have. It's just waiting, waiting for the day when you're no longer obsessed with performance and start caring about whether your everyday camera is beautiful enough...