In September, Tamron launched its 90mm f/2.8 Macro lens, stirring speculation about a possible return to the prime lens market. However, this release appears to be an exception, not a shift in direction. Jean-Christophe Thiry, President of Tamron France, described the launch as “romantic” due to its link to the brand’s history but emphasized that Tamron’s focus on zoom lenses instead of prime lenses. “Our strategy is to differentiate with unique zooms, optimized across all focal lengths with excellent autofocus,” he explained in an interview with Phototrend.
The Case Against Fast Prime Lenses
While creating fast primes like 24mm f/1.4, 35mm f/1.4, or 85mm f/1.2 could be appealing, Tamron intends to play to its strengths. Thiry pointed out that the prime lens market is already crowded, with other brands excelling in high-quality primes. Instead of competing in this space, Tamron aims to stand out by offering unique zoom options, giving the brand a distinctive edge in the market.
Tamron’s Shift from Primes to Mirrorless Zooms
Nearly a decade ago, Tamron’s last prime lens venture began with DSLR-specific models, including the popular 35mm f/1.8 lens, which competed with Sigma’s 35mm f/1.4 Art lens. When Tamron transitioned to mirrorless optics, it moved away from primes entirely. Although the brand filed patents in 2022 for five f/1.4 prime lenses, Thiry’s recent statements confirm that Tamron’s evolving strategy is dedicated to its unique zoom lenses, solidifying its specialized niche in a competitive landscape.