Simmod's Leap into Lens Manufacturing

In an exciting development for filmmakers, APSARA, the innovative lens brand launched by cinematographer Ron Sim of Simmod, has officially entered the lens market with two standout series: the LUMIERE and PRESTIGE lines. As the demand for cinema lenses soars, it's time to explore what these groundbreaking new products bring to the table.

From Lens Modifications to Original Manufacturing

Founded in 2018, Simmod began as a service provider, specializing in high-quality lens modifications for cinema and video professionals. Now, with the launch of APSARA, the company boldly transitions to original manufacturing, reflecting an ambitious new vision for growth in the competitive lens market.

Introducing the LUMIERE Series: Tailored for Mirrorless Cameras

Targeting the booming mirrorless camera segment, the LUMIERE series boasts native E, RF, Z, and L mount options. It features four impressive focal lengths designed for versatility and performance: - **24mm T1.4** - **35mm T1.4** - **50mm T1.4** - **75mm T1.4** Each LUMIERE lens is engineered with a large-format image circle that accommodates the ALEXA LF Open Gate sensor and larger without any vignetting. A standout element is the innovative abc"push to illuminate" button that elegantly lights up the focus markings.

The PRESTIGE Series: Designed for Traditional Cinema Cameras

The PRESTIGE line caters to classic cinema cameras with PL and LPL mount compatibility, offering a selection of five focal lengths: - **24mm T2.0** - **35mm T2.0** - **50mm T2.0** - **75mm T2.8** - **100mm T2.8 Macro Prime** These lenses are crafted specifically for large format cinema applications, with a focus on optimal performance and image quality.

Precision Engineering and Development

Both lens series were developed in collaboration with SIRUI, leveraging their acclaimed optical design technology. Simmod infused their unique approach to vintage lens characteristics, refining aspects like flare, contrast, and image roll-off to match Ron Sim's artistic vision. All final assembly and quality control processes take place at Simmod's state-of-the-art innovation center in Windsor, Ontario.

Pricing and Availability: Get Ready to Shoot!

Pre-orders for the LUMIERE and PRESTIGE lenses are set to launch soon, with availability through B&H and APSARA's official website. Here’s a glimpse into their pricing: - **LUMIERE:** $849 per lens or a complete 4-lens set for $3,299 - **PRESTIGE:** $949 per lens or a complete 5-lens set for $4,800 With behind-the-scenes footage available on APSARA's YouTube channel, cinematographers can get an insider look at the new offerings.

Market Impact: Standing Out in a Growing Industry

As the cinema lens market continues to expand, Ron Sim's move from lens modification to original manufacturing represents a striking pivot in this competitive landscape. The success of APSARA may hinge upon its ability to stand out with unique optical qualities and unparalleled build quality, aided by the partnership with SIRUI.

The Future of Cinematic Lens Choices

For cinematographers and content creators alike, APSARA lenses unveil an exciting new option in the ever-evolving ecosystem of cinema glass, promising a unique blend of modern reliability and vintage-inspired aesthetics. Stay tuned for further details about Ron Sim’s personal journey and the vision behind these remarkable lenses by visiting APSARA's website!