NEW Sony G Master f/2.8 Lenses Promise to WOW! PRE-ORDER Links HERE!

NEW Sony G Master f/2.8 Lenses Promise to WOW! PRE-ORDER Links HERE!

Sony held a press event this morning in NYC and while I was supposed to be there, an ankle and then a nagging leg issue arose after my last Austin trip so instead of traveling to NYC I had a good friend, Amy Medina,(local to NYC) go cover it for me! It appears Sony is releasing an all new slew of UBER High Quality lenses for the Sony A7 system (FE) as well as the new A6300 (details on the camera later)..


Sony Launches New G Master™ Brand of Interchangeable Lenses

Three new models including 24-70mm F2.8 Zoom, 85mm F1.4 Prime and 70-200mm F2.8 Zoom deliver unrivaled imaging experiences

NEW YORK, Feb. 3, 2016 – Sony Electronics, a worldwide leader in digital imaging and the world’s largest image sensor manufacturer, has today introduced their flagship G Master™ brand of interchangeable lenses.
Sony’s new brand includes three new E-mount full frame lenses including a 24-70mm constant F2.8 standard zoom, an 85mm F1.4 prime and a 70-200mm constant F2.8 telephoto zoom. Representing the ultimate blend of high-resolution and beautiful bokeh, the new lenses feature Sony’s innovative optical element technology, design and calibration. This allows them to produce still image and video content with a level of detail and expression that has never before been possible.
“The new G Master brand represents the finest and most impressive group of lenses that Sony has ever brought to market,” said Neal Manowitz, Vice President of Digital Imaging at Sony Electronics. “With our knowledge of what the future will bring for digital imaging, we have designed these lenses and can ensure that the G Master brand will inspire and ‘wow’ photographers and videographers for years to come.”

Sony claims these lenses are the best lenses they have EVER created and they promise that these new lenses will WOW users with the stunning IQ capabilities. I have no doubts that they will and I look forward to testing this new glass soon. Details below with images to come a little later today from Amy.

New FE24-70mm F2.8 G Master Standard Zoom Lens – Pre-Order it at B&H Photo HERE


Featuring some of the most advanced lens technologies in market today, the new FE 24-70mm F2.8 GM (model SEL2470GM) is the ultimate choice for those seeking the highest possible optical performance for portrait, travel and event photography or even simple everyday shooting1.
The new lens is built with three aspherical elements including a newly developed, extremely precise XA (extreme aspherical) element that reduces aberration and delivers the ultimate resolution throughout the entire zoom range and aperture range, as well as from corner to corner of all image files. Additionally, an ED (Extra-low-Dispersion) glass element and Super ED glass element keep chromatic aberration to a minimum while maximizing resolution and bokeh without any unnatural coloration.
The lens features a 9-bladed aperture that maintains a near circular shape at all settings and is coated with Sony’s original Nano AR coating to suppress reflections and ensure spectacular contrast and clarity.
The new FE24-70mm F2.8 GM lens has a direct drive SSM (Super Sonic wave Motor) focusing system that works with incredible efficiency thanks to a new set of algorithms that positions the lens elements quickly and accurately. The motor is smooth and quiet, making it an ideal choice for shooting both still images as well as movies.
To maximize usability, the lens is dust and moisture resistant and features a compact, streamlined design that includes AF/MF switch as well as focus hold, zoom lock and hood release buttons.
Two new matching filters for the FE24-70mm F2.8 GM lens have also been introduced, including the VF-82MP MC protector and VF-82CPAM Circular PL filter..

The next G Master lens coming off the line is the new 85 1.4 which MANY have been waiting for patiently. ALso shipping in March and coming in at $1800

New FE 85mm F1.4 GM Telephoto Prime Lens – Pre-Order at B&H Photo HERE


Designed as the ultimate portrait lens, the long-awaited new FE 85mm F1.4 GM telephoto prime lens (model SEL85F14GM) strikes a perfect balance between resolution and bokeh in a compact package.
The lens features a new XA (extreme aspherical) element as well as three ED glass elements that work together to ensure that the in-focus areas are captured in extremely high resolution while the surrounding out-of-focus areas dissolve smoothly into a beautiful soft backdrop. It has a circular aperture with 11 blades – the most ever used in an α lens – that ensures bokeh is smooth and visually appealing. Externally, the new model has Sony’s original Nano AR Coating, which is of particular importance in a portrait lens as it reduces flare and ghosting, even with backlit subjects or similarly challenging lighting conditions.

For accurate autofocusing, the FE 85mm F1.4 GM lens includes a ring drive SSM motor system that provides ample power and speed to drive the lens’ large, heavy focus group. It’s also equipped with two position sensors to support flawless focus control of the large, heavy lens elements.

The New FE 70-200 f/2.8 G Master Lens – Pre-Order at B&H Photo HERE


Covering the frequently used 70-200mm focal range, the new FE 70-200mm F2.8 GM OSS telephoto zoom lens (model SEL70200GM) offers extremely high rendering, AF performance and image stabilization, making it a versatile choice for shooting wildlife, sports, weddings and a variety of other events and locations1.

The new flagship telephoto zoom model delivers extraordinary sharpness and clarity throughout the entirety of its zoom range thanks to its three advanced lens elements including XA, Super ED and ED glass components, as well as its Nano AR coating.

The new FE 70-200mm F2.8 GM OSS lens features a floating focusing system – implemented in an α zoom lens for the first time – that contributes to an impressive minimum focusing distance of merely 0.96m and ensures AF performance is optimized during both still and video shooting. The lens includes a SSM (Super Sonic Motor) plus dual linear motors that work together to move large lens elements quickly – a task that requires a high level of drive control and ensures focus accuracy. The new model also has built in Optical SteadyShot™ image stabilization for capturing sharp, blur-free subjects at all focal lengths and a rotating tripod mount that allows the camera to be quickly removed from a connected tripod as needed.
The new 70-200mm telephoto zoom lens is dust and moisture resistant with an additional fluorine coating added to the front lens. It also has a focus hold button as well as a focal range limiter.

Sony has also announced new compact 1.4x and 2x Teleconverters – models SEL14TC and SEL20TC respectively – that offer even greater reach while maintaining the overall streamlined design and feel of the 70-200mm lens.

Pricing and Availability

The new FE 24-70mm F2.8 GM Standard Zoom and 85mm F1.4 GM Telephoto prime lenses will be SHIP in March for about $2,200 and $1,800, respectively. In Canada, they will be sold for $2,900 CA and $2,400 CA, respectively.
The new 70-200mm F2.8 GM Telephoto Zoom Lens and its compatible 1.4x and 2x Teleconverters will be available in May. Pricing is not yet available for these models.  The new G Master Series of interchangeable lenses will be sold at a variety of Sony authorized dealers throughout North America.  A variety of exclusive stories and exciting new content shot with the new lenses and other Sony α products can be found at , Sony’s new community site built to educate, inspire and showcase all fans and customers of the Sony α brand.


  1. The lenses look great and could take the A7-series to another level. But the naming is embarrassing. “G Master”? Seriously?

    • Telephoto generally means longer than “normal” (about 50mm). Prime just means it is a single focal length – no zoom capability. So the 85 definitely qualifies as a telephoto prime.

  2. These lenses look great. And so does the A6300! I just wish they had put 5-axis stabilization in it. Then I’d sell all my Olympus gear tomorrow.

    • And you would have plenty of money left over, as there are so few Sony APS-C lenses worth buying!

      • Exactly. I have a pair of Sony A7R2’s but still shoot my Olympus EM-1 just as much as any of my other cameras. It’s lenses, unique real-time composite, etc., make it such a great system. Of course it won’t equal a A7R2 locked down onto a tripod for detail but it succeeds as a whole system in so many ways. I’m sure the new Sony APC body is quite nice but Sony seems to be ignoring those E mount lenses in favor of getting more FE products out there.

      • But there are plenty of e-mount lenses worth buying, some are FF, others for aps-c and all work perfectly on the aps-c bodies. From the FF line up, the reasonably priced 28mm f2 and 55mm f1.8 for example are light, compact, and excellent on the aps-c bodies. Couple these two with the 10-8mm zoom and they make for an excellent compact travel combo with an A6300 (or A6000).

  3. These GM lenses look phenomenal, but if I step back and make a sober assessment, I’d still choose the S/Z or Z-Batis primes for lighter weight and portability for my preferences. Funny thing, these GM lenses are so expensive, that the Batis ones now seem reasonable by comparison. Suddenly I’m justifying a second (perhaps refurb) a7x body and a Batis prime instead of a single GM 🙂

  4. Lens prices are in line with similar optics from Canon and Nikon. These look to have even more advanced technology involved. Fluorine, super duper EX ABC aspheric lens, floating lens design to minimize focus breathing and provide better close focus resolution, a very high 50 line pair/mm basic standard for resolution.I personally love this update – it’s expanding the sony mirrorless line to make it more versatile and cater to more types of photographers. Want your small and light – you got it. Want uncompromising high quality optics, mount a battery grip and one of these lenses. Effectively your A7rii can be both the traditional ‘big DSLR’ size or it can be the small leica-esque rangefinder size.

    I’ll wait and see what actual production samples are doing. Zeiss are one of the few companies who provide MTF based on real production samples rather than theoretical graphs in a computer CAD system. One area that Sony have traditionally hurt in is with respect to their sample variation – perhaps it’s slightly more exaggerated by the community than what impacts Canon/Nikon, but at the high price these lenses will retail at there will be no compromise accepted on quality assurance of production samples.

    Steve do you plan on reviewing these lenses?

    • I agree with what you’re saying but the fact of the matter is the AF is still not up to snuff…I have the 70-200 FE and 85 Batis and in less than desirable light or shooting at close focus distances even on the newer A7 bodies it hunts like crazy and is streets slower than DSLR’s. I returned the 85 because it was just driving me crazy. (bought the zoom used)

      I would love for a bigger A7 (A9 or whatever) with great AF, joystick and duel card slots, bigger battery then, and only then, would i drop this sort of money on those lenses.

        • Well NOT counting these, I love the 16-35, 28 f/2, 35 1.4 and 55 1.8 the most. I dislike the 24-70 f/4, its soft and not that great IMO. The 90 Macro is also very nice.

      • You must have had a duff copy?
        I just spent 3 weeks shooting in Thailand and Laos with a pair of A7r II bodies and Batis 85/25 and Sony 16-35/70-200.

        The Batis 85 is incredible and has by far the best IQ of any lens I’ve used on the Sony A7 series (and I’ve tried almost all of them + a lot of Leica glass).
        The Batis 25 is noticeably inferior but both of them are miles better than the Sony lenses.
        The 70-200 F4 is just too weak a lens for the A7r II sensor IMHO.
        It misses focus too much and the IQ is just soft and doesn’t have the pop of the Batis lenses.

        After a couple of outings with the 16-35 + 70-200, I gave up and reverted to 25 + 85, which worked great for most of the work.
        As a telephoto, the Batis 85 is excellent for 135mm level, either in APS-C mode or cropping in post.
        There are more than enough MP with the A7r II.

        I’ve got about 34 images posted so far from the trip here:

  5. Sorry you couldn’t come here to NYC for the release. Hope you’re going to review them soon. I hope that now Sony will reduce the price of the old Zoom lenses as they were Overpriced

  6. Wow…these are expensive. Canon 24-70 2.8L II sells for $1800 and is widely regarded as one of the best standard zooms going.

  7. The Sony machine continues to be in high gear. Hopefully by sometime this year announcing an A7RIII pro-level camera including 2 card-slots and they’ll keep the pressure on Canikon to innovate.

  8. I wonder how this 85 compares to the Batis 85. I don’t have either and would probably buy one of them. However the G85 seems to be much heavier in weight: a definite turn-off.

    • I can swing the price but maybe not the weight. Perhaps 2 bodies with primes should be considered.

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