During Photokina 2012, Sigma announced three new rather exciting lenses – the fast 35mm f/1.4 prime lens, 17-70mm f/2.8-4 standard zoom for APS-C cameras and the still-unique 120-300mm f/2.8 telephoto zoom for sports and wildlife photographers. Two of the three seem to be mildly refreshed versions of their predecessors, but the 35mm f/1.4 has been highly anticipated and may prove to be very popular. Very recently, it’s price has been revealed and stands at a mere (in comparison with brand 35mm f/1.4′s) $899. Interestingly, it doesn’t feel right to say these new lenses will join Sigma’s lineup. In fact, it seems more like they are starting a new lineup, fresh. If you ever found yourself thinking Sigma was always about cheaply priced, cheaply built and cheaply performing lenses, well, they seem to have had an epiphany.












