Zeiss’ new range of 13 Supreme Primes was launched earlier this year and has been getting a lot of buzz ever since. Comprising focal lengths ranging from 15mm to 200mm that will be released in waves through 2020, probably your first thought upon seeing the company’s Luke Tait handling the €15,000 100mm lens that will ship early this year on the market. The IBC showfloor will be “Don’t drop it!”

“It’s not a cheap lens, but I think we’ve found a sweet spot in the market for this size, weight, speed and sharpness,” says Tait.

Take a look below to see what he means. Oh, and as an aside, Tait hasn’t even seen his own samples: they came straight from the factory and went straight to set. Demand is already high …