Nikon introduces the Nikon 1 brand

With the spread of digital cameras and advances in optical, digital and communications technologies, actions such as shooting, seeing, choosing, sending and sharing photos are becoming as common as having a conversation.

Looking into the future, as a long-time developer of cameras and lenses, Nikon wanted to create an essential communication tool that will lead the era powered by their brand concept, "Don’t miss the special moment within a moment." Inspired by this belief, Nikon fused engineering technology with cutting edge digital technology, to create a new digital camera system, "Nikon 1." This innovative camera allows anyone to carry it effortlessly, capturing special moments without fail, and turn their casual moments into high quality, instantly shareable

Nikon 1 is an innovative digital camera system that significantly alters common conception regarding digital camera imaging expression and incorporates functions that offer high added value. The name for this new system, Nikon 1, came from the idea of developing a completely new camera system that would be a leader in the digital age by starting from nothing, or "0", and giving birth to "1".

The new Nikon 1 brand of cameras falls into a category that Nikon calls "a Advanced Camera with Interchangeable Lens". Among the many meanings included in this name is the implication of the creation of a new range of possibilities that is not available with current imaging culture through differences in camera mechanisms and form that exclude them from existing camera categories.