While the rest of the photography world is determined to double down on mirrorless camera systems, Pentax has announced its dedication to SLR cameras. In the above video a new microsite dedicated to the new ‘Pentax Brand Vision,’ the Japanese manufacturer emphasizes its dedication to ‘the future of SLR Photography.’

A product photo of Pentax's upcoming APS-C DSLR, which is yet to be named.

‘When you take a picture with a single-lens reflex (SLR) camera, the light passes through the lens, and in turn the optical viewfinder,’ reads a manifesto of sorts on the microsite. ‘You view the image directly with your eyes, and feel it with your heart.’

The microsite notes Pentax was the first Japanese manufacturer to build an SLR and says the company ‘is committed to the future of SLR photography through the continued development of camera technology, making it more fun and exciting than ever before for all PENTAX users.’ From there, under numerous headlines, Pentax explains a number of benefits it believes SLR cameras offer over other camera systems.

Pentax ends its SLR tribute page with ‘The Five Principles of Pentax,’ seen in the screenshot below:

Pentax has also shared a 30-minute video wherein Ricoh Imaging President, Shinobu Takahashi, explains the company’s vision and what it values most in future camera releases:

This kind of dedication to SLR cameras is surprising in a market that’s hellbent on ridding the photography world of mirrors, but it doesn’t necessarily come as a surprise considering how much effort Pentax put into emphasizing its optical viewfinder technology during the development livestream of its forthcoming APS-C DSLR.