In the mirrorless camera world, there is currently loads and loads of excitement behind Zeiss’s new lenses. To refresh, we previously reported on the announcement of the 32mm f1.8 Touit and 12mm f2.8 Touit back around Photokina and shortly afterward, we got to see them up close and personal. These lenses will be made for Fujifilm X mount and Sony E mount (NEX)–leaving Micro Four Thirds out in the cold.
Now back up a second–Touit isn’t part of any of Zeiss’s typical naming conventions. But today on the Zeiss Lens blog, the company explained why the name came out. According to the company, “Touit stands for good visibility, agility, mobility and diversity, qualities which also aptly describe the new ZEISS lenses for mirrorless camera systems.” The cited that this took inspiration from car manufacturers naming certain series of cars after types of wind.
More importantly, how do you pronounce Touit? Apparently, you say, “Do it.” Crazy cool, huh?