Sigma just announced several new products, and they aren’t small updates. These are major releases, from a versatile superzoom to a professional-grade telephoto lens to a completely reimagined mirrorless camera. If you’re looking for new gear that pushes boundaries, this announcement is worth paying attention to.
Coming to you from Christopher Frost, this detailed video breaks down Sigma’s latest reveals. The company is rebranding, introducing a new logo, packaging, and a more premium image. Sigma is positioning itself closer to high-end brands like Canon and Sony. More importantly, they are dropping the DN designation from their mirrorless lenses, making the labeling simpler. But the real excitement comes from the hardware. The 16-300mm f/3.5-6.7 DC lens for APS-C cameras is one of the most extreme zoom ranges available today. Lenses like this typically suffer from image quality issues, but Sigma claims to have solved that. Autofocus is fast, stabilization is strong, and the price is surprisingly reasonable at $700.
The highlight of the event was the 300-600mm f/4 DG Sports lens for L mount and Sony E mount. This is a serious piece of glass aimed at professionals. With a constant f/4 aperture and premium build quality, it directly competes with Canon L and Sony G Master lenses. The difference? It costs less than half of those. The design mimics those high-end lenses, with a white finish, quick autofocus, solid image stabilization, and drop-in filter compatibility. Weighing nearly 9 pounds, it’s on the heavy side, so a monopod might be necessary for long shoots. Still, for $6,000, it offers an impressive mix of features at a price that undercuts the competition significantly.
Then there’s the Sigma BF camera. It stands out for both its simplicity and build quality. Machined from a single block of aluminum, it takes seven hours to manufacture just the body. It has a 24-megapixel full frame sensor and a stripped-down approach designed to be intuitive. There’s no mechanical shutter, in-body stabilization, or even a memory card slot—storage is entirely internal, with 230 GB available via USB-C. That will put off event shooters, but for those wanting a minimalist experience, it’s an intriguing option. Sigma is also releasing silver versions of some of their lenses to match. The BF is priced at $2,000, making it competitive with other premium compact full frame cameras.
These announcements show Sigma’s ambition. The superzoom lens could be a great travel companion, the 300-600mm is a more budget-friendly alternative to elite telephoto lenses, and the BF camera is a niche but potentially exciting option. Check out the video above for the full rundown from Frost.
