Yesterday, during my daily morning Twitter catch-up, my timeline was filled with info on the new Nikon 1 cameras and the mainly negative reactions on it from bloggers all over the world. Looking at the specs, I subscribed to the general consensus: the sensor is way too small, the glass too slow, manual settings are buried deep into the menus and no real hotshoe.
At night I was invited to a Nikon blogger event in Brussels. I basically went to catch up with some friends and complain the whole night about what a bad job Nikon did with their 1-series.
I got to admit that Nikon Belgium did a great job organizing a fun event for us bloggers and social media people. Great venue, delicious food, very friendly atmosphere, free massages, coctails, … Canon and Sony have been doing similar things for a while over here and I think it sparks a great conversation between the brand and its user base. It’s great to see that Nikon is seeing the importance of these kind of events too.
Maarten from Nikon, gave us a short presentation about the system. The specs couldn’t change my mind about the pointlessness of this system compared to other mirrorless systems. There was a lot of talk about “innovations” that, in my eyes, are just meaningless gimmicks for any halfway serious photographer. My twitter feed filled with similar reactions from other people.
(sorry about the crappy iPhone pic, left my GF1 in the car)

After the presentation we got to play with the new cameras. Usually at these events, you have to fight to get your hands on the only prototype camera available. But Nikon provided lots of the new cameras in all kind of colors and with different kinds of lenses.
It’s safe to say that the cameras look quite good but there are cheaper fashion accessories to be found. More important is that they feel quite good too. I think the “feel” of a camera is an often underrated feature. I shoot a lot more and better with a camera that feels right.
But the handling couldn’t convince me. It lacks the tactile and direct controls of my GF1 and the pictures on the LCD didn’t look half as good. Off-course this was only a very short test, so I won’t draw any final conclusions. But my first impression confirmed what I feared after reading the specs.
Talking to other photographers, a nagging feeling crept up to me that I somehow was missing the point. I’m a happy Canon shooter but despite all the friendly mocking, I think Nikon makes great cameras too. How can such a respected company, miss the point so badly? And who am I to think Nikon misses the point so badly? After all, they’ve been a leading brand for ages so they probably know what they are doing, right?
One thing was clear to me from the moment I read the specs: The Nikon J1, nor the V1 is a proper photographer’s camera. It’s not a challenger for the GF1, X100 or Sony NEX. I couldn’t figure out the target audience for the Nikon 1 series. Who is it for? That’s the question I kept asking myself all night. Well, not really “all night”, I won’t loose any sleep over a Nikon
This morning however, I think I figured it out. What about my mom? My sister? They like taking pictures, documenting their family lives and their travels. They are pretty happy with their compact cameras but sometimes it’s really too limited. My sister usually needs to explain that the blurry dot in the distance is her son scoring the winning goal in soccer. My mom is frustrated that she can’t take sharp pictures of pottery in dark exhibition spaces without ruining the picture with the build-in flash. An entry DSLR costs about the same as a 1-series camera but it’s harder to handle and too big to lug around for the occasional picture.
I think the Nikon 1 cameras might be a great choice for people who can appreciate good pictures but don’t want to learn too much about photography. I know, I can shoot better pictures if I control the settings then whatever automatic function the manufacturers come up with . But then again, I spent and spend a good part of my time learning and practicing photography techniques. But let’s not forget that not everyone is like me (and luckily so).
To give these cameras a proper test run, I should keep my hands of it. It’s just not a camera for me. Instead, I should let my mother and sister use it for a couple of weeks and see what they come up with.
Conclusion:
- Do I think this is a great new camera system? NO
- Do I think other people might find this a great camera system? YES

A big thanks to Nikon Belgium for organizing this event and inviting me to it.