Sigma shocked the photography world this morning when they announced pricing for their long-awaited 50mm F/1.4 lens that was first shown to the world in January at the CES Show. Competitive lenses from Canon, Nikon, Sony and previous offerings from Sigma should have landed this lens in the price range of $1200-$1400. This is a bold move for the brand and we hope it encourages the other major camera manufacturers to look into selling their high-end level glass at prices the majority can afford.
The official name for the new lens is, Sigma 50mm F/1.4 DG HSM. The DG stands for Digital (Designed to deliver the ultimate in performance on full-frame digital SLRs, Sigma DG lenses also bring out the best in 35mm SLR film cameras and APS-C size DLSRs.). The HSM stands for Sigma’s Quiet & Fast Autofocus System (This lens uses a motor driven by ultrasonic waves to provide a quiet, high-speed AF.). The entire lens body has been redesigned for the professional (or anyone with the dime) photographer in mind. Mated to a full-frame DSLR, this would be a choice lens for wedding, portrait, street and event photographers.