SLR Magic, the Hong Kong-based lens company, announced an ambitious selection of lenses at Photokina and its stand, downstair in Hall 2, plays host to prototypes of them.

Andrew Chan, the company's product manager stresses that its products aren't simply existing products, re-badged. 'We make a lot of design changes - often different coatings or different types of glass to make the lenses suitable for our customers.' He gives the example of the Noktor 50mm F0.95, which SLR Magic now owns: 'there were C-mount versions but they didn't work for photography - they wouldn't focus to infinity. The Noktor version was redesigned to offer better sharpness and focus to infinity on Micro Four Thirds. Those are the sorts of changes we make.'

Other features the company has been including in all its latest lenses are rounded aperture blades, with the video-focused CINE lenses adding standard pitch gearing and and stepless aperture control. 'We've been learning a lot from our customers about exactly what they want,' says Chan: 'with our early, M-mount 50mm lenses, rangefinder users were asking for the aperture ring at the front, but for video that can make it hard to add a follow-focus, so we've reversed that on our new lenses.' The company also reversed the focus direction on its 12mm T1.6 prime. With the 35mm T1.4 the company redesigned the lens to minimise focus breathing (a change in field of view as you change focus).

The lenses are finding users, he says - 'our 12mm T1.6 was used by Philip Bloom for scenes in the film used to launch the Panasonic GH3.'

The SLR Magic stand isn't big, but there's plenty to see. Here the company's 12mm T1.6 features a gearing adapter to make it easier to use with a follow focus
Newer lenses, such as the recently-announced 35mm T1.4, feature geared focus and aperture rings  
The 25mm T0.95 will be available for the Micro Four Thirds mount  
The 35mm T0.95 will also be available in X and E mounts, as well as Micro Four Thirds.  
The 35mm T1.4 is more affordable, at $279 It too is available in Micro Four Thirds, X and E mounts.
There's also a redesigned 23mm F1.7, offering a 35mm equivalent field-of-view for X and E-mount cameras, or 46mm equiv. on Micro Four Thirds.