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Pentax Ricoh offers made-to-order Q10s in any of 100 color combinations

By dpreview staff on Jan 7, 2013 at 14:00 GMT

Pentax Ricoh has announced it will offer its Q10 small-sensor mirrorless camera in 100 different color combinations. The cameras will be built to-order when the customer requests a particular combination, though no details are given of how long it expects the process to take. The Q10 is the company's second Q-series interchangeable lens camera. Built around a 1/2.3" 12MP BSI CMOS sensor, the Q10 is the smallest, lightest mirrorless interchangeable lens camera on the market. The Q10 in your choice of color, with a 02 28-83mm equivalent zoom lens for around $599.95.

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Press Release:

PENTAX Introduces Q10 in 100 Different Color Combinations Heightening Individualized Photographic Expression

Las Vegas, NV (January 7, 2013) CES Booth #C15113PENTAX RICOH IMAGING AMERICAS CORPORATION (PENTAX) is now offering consumers the ability to custom order the Q10, the world’s smallest, lightest mirrorless interchangeable lens camera (ILC) system, in 100 different color combinations. This unmatched offering of color variations will enable consumers and photo enthusiasts alike to find new and limitless ways to express their individualism through photography.

Despite the complex nature that accompanies the offering of such a varied and wide ranging line of product, PENTAX will custom build each of the cameras to order per the color specifications set forth by each consumer. Once an order is placed, the specifications are sent to the PENTAX manufacturing facility where each camera will be hand built to reflect the personalized selection made by the individual who ordered it. Similar to that of a luxury good, the experience of customizing, ordering and receiving the finished product is unparalleled in the photo-imaging industry. This level of customization will be accomplished thanks to PENTAX’s unique supply chain management process, its team of committed customer service representatives and its progressive retail partners.  

“Offering the Q10 in 100 color combinations is a unique way for PENTAX to showcase its commitment to supporting photo enthusiast’s creative self-expression,” said John Carlson, Sr. Manager of Marketing, PENTAX. “Having the ability to customize your camera to match your mood, your alma mater or even your favorite sports team is an offering unequaled in the industry and we are happy to support our customers as they strive for new ways to express themselves.”

Consumers can mix and match body and grip colors by visiting the Q10 Studio at where they can define the perfect color combination to complement their individual style. Additionally, Adorama, a PENTAX retail partner, will display the full line up of Q10 colors in their retail location offering a seamless ordering process for each custom camera.

About the Q10

Exceptional image quality
Thanks to the incorporation of a newly designed back-illuminated CMOS image sensor with outstanding high sensitivity and low-noise characteristics, the PENTAX Q10 delivers high resolution images with approximately 12.4 effective megapixels, and a top sensitivity of ISO 6400.  

Upgraded AF performance
The Q10’s upgraded AF algorithm and new high sensitivity image sensor enable faster autofocus operation even in dimly lit locations or with a telephoto lens. An AF Assist Light is provided on the camera body to optimize focusing accuracy in the dark, while the Face Recognition AF function automatically detects up to 12 faces and pinpoints the focus on a main subject.

Quick Dial for creative visual effects
By assigning the creative Smart Effect function to the easy-to-access Quick Dial positioned on the camera’s front panel, the photographer can effortlessly add the desired finishing touch to an image, while previewing the effect on the camera’s 3 inch LCD display. With four positions on the Quick Dial, the photographer can assign four of their favorite effects from the nine Smart Effect modes in advance.

Personalized images for a personalized camera

  • Custom Image function to add distinctive finishing touches.
  • Digital Filter function for artistic visual effects – a total of 19 built-in digital filters are available. Eleven filters such as Toy Camera, Invert Color and Posterization can be applied even during the shooting of still images and movie clips, while the remaining eight are applicable only during playback.
  • Smart Effect function for simple dial control of finishing touches to quickly and effortlessly add a desired finishing touch to an image, while previewing the effect on the camera’s LCD monitor. From nine Smart Effect modes, including Brilliant Color, which provides a high saturation finish, and Cross Process, with its dramatic unique-toned finish, the user can pre-select up to four favorites to the dial in advance.

High quality, Full HD movie recording of extended movie clips
The PENTAX Q10 comes equipped with a Full HD video capture function employing the H.264 recording format, allowing the user to capture high quality, extended movie clips (1920 x 1080 pixels) at a frame rate of 30 frames per second. With a push of a button, the PENTAX Q10 even offers autofocus operation during movie shooting.

Shake Reduction (SR)
The PENTAX Q10 incorporates the PENTAX-developed SR (Shake Reduction) mechanism, which automatically shifts the CMOS image sensor to offset camera shake detected by the camera’s motion sensor. As a result, the PENTAX Q10 produces sharp, blur-free images even under demanding conditions that are prone to camera shake, such as use with a telephoto lens or shooting in low-light without flash.

High speed continuous shooting at approximately five images per second
The PENTAX Q10’s high speed continuous shooting mode allows the photographer to capture up to five images (in JPEG recording format) in a single sequence, at a maximum speed of approximately five images per second. This mode comes in handy when trying to preserve the action of fast moving subjects in a series of images.

Built-in auto flash with pop-up mechanism
The PENTAX Q10 comes with a built-in auto flash (guide number 7 at ISO 200/m). The photographer is able to use it at the default position, or raise it to the pop-up position with simple operation to widen its discharge angle to cover a 28mm angle of view (in the 35mm format).

Pricing and Availability
The new PENTAX Q10 in 100 color combinations is available for custom order now via the Q10 Studio at as well as Adorama, with more retail partners to be announced soon. The Q10 will be offered with the 02 zoom lens at a suggested retail price of $599.95.

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Total comments: 28
Francis Carver
By Francis Carver (Jan 8, 2013)

If you thought those frisky 101 Dalmatians were bad in your bedroom just before their evening walk, wait until you see one of these 100-color puke-a-thoners close-up. :-)

By Timmbits (Jan 8, 2013)

They are really pulling out all the stops in order to get a return on investment after placing all their bets on consumer ignorance (thinking no one would notice a 1/2.33" sensor)!

High ISO on such a small sensor will never be able to compensate for a lens that is so small, it will let in only a fraction of the light to begin with, compared to larger sensor models using wider lenses. And in this case, even a small 1/1.7" would be larger in comparison! I bring this up, because this camera is all about giving the ignorant consumer the illusion of having a "real" camera. There are small cameras with the same size tiny sensor that offer more zoom, plus macro, that this camera's lenses will never offer. It has no point in even existing.

Don Kiyoti
By Don Kiyoti (Jan 8, 2013)

An ignorant post by yet another who doesn't have the camera and has never tried it, and can't see beyond the sensor. It is indeed a "real" camera, and quite capable. Not to mention: great fun.

By fakuryu (Jan 8, 2013)

(thinking no one would notice a 1/2.33" sensor)!

Let me rephrase that... thinking no one would notice an AA filterless 1/2.33" sensor! Oh ignorant consumers indeed!

Comment edited 2 minutes after posting
1 upvote
By Guidenet (Jan 7, 2013)

Disregarding the two toy lenses available, what glass do they offer for this interchangeable lens camera body? I mean what's the point in a tiny interchangeable lens camera, if they fail to offer some decent choice in glass options?

1 upvote
Don Kiyoti
By Don Kiyoti (Jan 8, 2013)

Right now, three non-toy lenses. I have the Q with the kit 8.5mm prime and it is quite a good little lens: sharp with nice colors.!product-specs!product-specs!product-specs

By fakuryu (Jan 8, 2013)

The Pentax 01 prime is as sharp as any equivalent prime lens or might be even sharper plus the just released 06 lens is highly regarded and there are a couple of primes on the way.

Personally waiting for a wide prime for my Q

Francis Carver
By Francis Carver (Jan 8, 2013)

I had sharp prime lenses in my vintage 1962 Soviet made Qvartz 8mm film camera, too. So what? The absurd Pentax Q lenses have to cover basically the same miniature image circle as my old 8mm film-cam had to. But this now is 2013 -- not 1962.

By hindesite (Jan 7, 2013)

Because we all know that Individualized Photographic Expression is all about the colour of your camera.

1 upvote
By citizenlouie (Jan 7, 2013)

These are Holga killers. :D

1 upvote
By JEROME NOLAS (Jan 7, 2013)

Keep it in Japan...

By KonstantinosK (Jan 7, 2013)

NOOOOO! Flood the world, please!

By DRNottage (Jan 7, 2013)

I have a Q and I can't say enough good things about it. The "small sensor" argument cracks me up- I've shots events with mine with an external flash and it comes through with flying colors, even at high ISOs. (I've been a working pro for 35 years and it's a relief to not haul the Canon gear once in a while!)
Not a big fan of the new design, but as long as it comes in black, I'm happy...

By tkbslc (Jan 7, 2013)

Does Pentax really think that sales are poor because it doesn't come in enough colors?

By ogl (Jan 7, 2013)

Q is the one of the best selling camera in Japan. By the way.

By garyknrd (Jan 7, 2013)

Not sure what to make of it. But it is not any worse than the new Canon box phone accessory. IMO
Pentax has a tough road ahead.

Comment edited 5 minutes after posting
By D1N0 (Jan 7, 2013)

Isn't that cute...

By huyzer (Jan 7, 2013)

Haha! That's too crazy cool.

1 upvote
By Peiasdf (Jan 7, 2013)

If only Leica offers such service. The Leicaman might actually have some artistic talent.

By qwertyasdf (Jan 7, 2013)

If only CaNikon offered such privileged service to their flagship models...

By RXVGS (Jan 7, 2013)

They do, it's called 'Leica a la carte'

By sorinx (Jan 7, 2013)

So, they finally recognized that this is just a toy.

By Couscousdelight (Jan 7, 2013)

Nop, it's a serious camera with a tiny sensor. More ergonomic & fun to use than a lot of expert cameras out there...

Comment edited 2 times, last edit 25 seconds after posting
Francis Carver
By Francis Carver (Jan 8, 2013)

Age 4 and up?

By rjx (Jan 7, 2013)

Great idea to allow the user to customize the colors. I know there are some that think the appearance of the camera is more important than what it's capable of. Luckily you'll also get a nice camera too.

By Nicholasjong (Jan 7, 2013)

Actually Q is a nice camera system. The size is very compact, on par with quite a lot of serious photographer compacts. The image quality isn't bad, as numerous tests have suggested. The lenses are also pretty OK. The price is low. And the sorta classic looks are quite good. Actually Q is among the top 10 best selling ILC's out there in Japan, and this isn't bad, considering that there are so many ILC's out there. And adding a bit of color to the Q can be quite nice. I have seen a lot of young ladies using the original Q, and this newer, more colorful version can be even more charming. The real problem with Pentax on the consumer front is their marketing.....

By micronean (Jan 8, 2013)

It's very popular here in Japan. But what's popular in Japan does not always translate to the least not immediately.

American culture is all about having "tanks" rather than "minis"--even if the functionality is superior.

1 upvote
Francis Carver
By Francis Carver (Jan 8, 2013)

Best keep 'em over there then, as we've got plenty of other cameras to choose from over here, really.

Total comments: 28