Sigma Expands Full-Frame Lens Lineup with High-End Portrait and Compact Zoom Options — B&H Foto & Electronics Corporation

Event summary

Sigma launched two new full-frame lenses: the 85mm f/1.2 DG Art and the 20-60mm f/2.8-4 DG Contemporary, both for Sony E-mount and L-mount cameras.
The 85mm f/1.2 is the smallest and lightest 85mm f/1.2 lens on the market, featuring 17 elements in 12 groups and 13 diaphragm blades for near-circular bokeh.
The 20-60mm f/2.8-4 is a compact standard zoom with ultra-wide-angle capabilities, weighing just 13 oz and offering a maximum magnification ratio of 1:2.3.
Both lenses feature Sigma's dual HLA-driven autofocus system and dust- and splash-resistant construction.
B&H Photo Video is offering detailed product information and a YouTube first-look video.

The big picture

Sigma's new lens releases underscore the company's focus on high-performance optics for full-frame mirrorless cameras, a segment experiencing rapid growth. The 85mm f/1.2 Art lens targets professional portrait photographers seeking superior bokeh and sharpness, while the 20-60mm f/2.8-4 Contemporary lens offers a versatile, compact option for everyday use. These launches come as the mirrorless camera market continues to expand, with Sigma positioning itself as a key player in the optics ecosystem through strategic partnerships with Sony and the L-Mount Alliance.

What we're watching

Market Differentiation: Whether Sigma can sustain its competitive edge in the high-end portrait lens market against established players like Canon and Nikon.
Adoption Pace: The pace at which professional photographers and videographers adopt these new lenses, particularly for portrait and video applications.
Strategic Partnerships: How Sigma's collaboration with Sony and the L-Mount Alliance will influence future product development and market penetration.