Object of Desire: Fuji X10

October 12, 2011

By Dan Havlik

Throwback “retro” styling has never been more in style when it comes to camera design. Or at least Fujifilm certainly seems to thinks so. When the retro look is done right, we tend to agree. Back in April, we named Fuji’s rangefinder-like Fuji X100 an “Object of Desire” in PDN, and we’re doing the same with its new little brother, the 12-megapixel Fuji X10.

Though we hadn’t had a chance to handle the X10 in person at the time of this writing, on paper the camera looks pretty neat. While it recalls the silvery X100, the all-black X10 is charmingly petite and eminently pocketable. The X10 is built from light yet durable die-cast magnesium alloy, and features an upper control deck with mode dials and an aluminum milled, textured lens ring. It weighs in at just 12.3 ounces with the battery and SD memory card installed.

Despite its small size, the Fuji X10 uses a larger 2/3-inch EXR CMOS sensor that’s designed to shoot quality images in low light. Not nearly as big as the DSLR-size APS-C chip in the X100, the X10’s sensor is generous for a compact camera, which should help at high ISOs. (ISO range is 100-12,800.)
The Fuji X10 also has an attached (i.e. non-interchangeable) 4x (28-122mm) manual zoom lens that’s capable of achieving a maximum aperture of f/2.0 at the wide end. At the telephoto end, its maximum aperture is f/2.8. Other notable specs include its shooting speed: 7 frames per second (fps) at full resolution or 10fps at medium resolution. Shutter lag is rated by Fuji at 1/100th of a second. Start time to first shot on the X10 is under a second, according to Fuji.

Fast thing. Small package.

$700 (est.; official pricing not 
available at press time)
Further information: