PROLOGUE

The GR offers a shooting style that provides direct feedback to the photographer's senses, for capturing those moving moments.

Just by carrying around this small camera, you become aware of precious, everyday details. That can make anyone into a creator. In the photographs taken with this camera, the world, and the people in it sparkle with life. The GR continues to evolve with those ideas in mind, along with fans who feel the same way.

The GR's appeal doesn't rest solely with advancements in technology. We hope that these passionate ideas, and big dreams worked into this camera come across.

PHILOSOPHY

The GR's Perspective

What is a photo?
What is image quality?
What is a snapshot?
What is 28mm* fixed focal lenght?
What is mobility?
What is a camera?
What is design?
What is emotion?

 

An excellent camera is one that works in concert with the user's intention, always providing comfortable feedback. For cameras, that means and agile response, a comfortable grip, pleasant control, optimized button and contol layout, and the flexibility to customize the functions to match its use. These reflect the photographer's intent, and help in stress-free operation. The better you get to know the ins and outs of such a camera, the more you can make it suit your style. For these reasons, a good camera is a hard thing to let go of. In some cases, you may be inspired by the potential of this ''tool'' and become more motivated to take photographes , and a camera like that could come to be called your favorite thing. The GR puts emphasis on the details that cannot be expressed in the specifications of the catalog.

CONCEPT

The GR's abiding concept

Unchanging concept
The most powerful snapshot camera

Commitment to intrinsic value
Coexistence of high image quality and portability

Pursuit of an excellent camera
Good feedback
The more it's used,
the less you want to let go of it.

HISTORY

The continuing lineage of the GR

It can be said that the GR's history is a rebellious one. Paying no attention to the convenient zoom lens, the GR has continued use a wide-angle, single focus lens. Amidst the surge of new products, the GR has not changed in two years, but rather the camera has matured through expanded functions via firmware upgrades. The design is simple and rustic at a glance, and the design language of the GR is unchanged whenever there is a model change. Part of that is that the GR is the antithesis of trends and fads. Its backbone is the feedback from those who never stop loving photos. In that way, the history of the GR is the trail of interaction between the creators of the GR and its users connected around the photos. It is also the passionate path taken by its creators with the goal of creating a universal value that always ascertains the essence of the GR.

PRINCIPLES

There are five development principles for GR.

We do not compete in a number game using catalog specs
"The World's Best" is a sweet temptation for manufacturers. However, we believe that this statement in itself is meaningless. We know that the subtleties which cannot be expressed by specifications are important.

We do not install a function only because it is a fad
We don't chase easy trends. "Is this right for the GR?" This is the only standard we base decisions on, always asking this question because we want to create new value.

We do not design only to draw attention
Only a form that fits the function, and designs that will stand the test of time as a camera will remain. We aim for design that is unnoticeable, design that feels as if it has always been there.

We do not change models easily
The most important thing is how long the camera will be used. For us, each and every person who has already bought a GR will always be important.

Always challenge and propose something new
The only camera that can beat the GR is the next generation GR. We want to always continue trying out new plans and proposals. Always exceed users' expectations. We believe that is the GR's role.

EPILOGUE

Big ideas in a small camera. This may seem a bit dramatic, but the environment surrounding cameras and photos of late makes us think that there should be at least one camera that fits into the ideas expressed above. As long as there are people who resonate with something in this GR Story, and continue to grow along with us, the GR will continue to grow and evolve.

Grab your GR and go on a journey. Watch as communication is born. Today will find another photo somewhere in the world that moves the hearts of us all. That is our wish.
PHOTO "GR" APHER -Always in the heart of photographer. GR.