Why would you pay more for a lens if there’s a cheaper and similar quality product with nearly all the same features as the higher-priced option? This is a question that photographers have asked themselves about Leica vs Japanese-made cameras. But these days, it’s a question that they’re asking themselves when considering the excellent lenses that have been coming out of China recently, compared to the Japanese lenses. One of the companies that stands out ever brightly in the night sky is Viltrox. Just the other day, I was wondering to myself why someone would purchase Sony G Master lenses if Viltrox is doing a similar job at a more affordable price. Recently, Viltrox executives granted the Phoblographer an interview about the direction of the company. They spoke about how there are more lenses with character on the way, hinted at making their own cameras, providing lenses for photographers who like natural light, their L-Mount alliance and GFX relationships, their relationship with Rollei in Europe, and how they’re keeping costs down despite tariffs.
Phoblographer: Viltrox has changed majorly over the years since you started. What do you believe you’re giving to photographers that other brands aren’t giving right now?
Viltrox: Over the past few years, Viltrox has gone through significant evolution—not only in product development, but also in our core philosophy. What sets us apart today is our ability to deliver high-performance, autofocus lenses that are lightweight, accessible, and designed with creators in mind, all while maintaining outstanding optical quality. We’re empowering photographers—especially emerging talents and everyday creators—with tools that help them create confidently, without having to choose between quality and affordability. This balance of performance, portability, and value remains unique in today’s market.
At Viltrox, we believe that great lenses are not defined by optical quality alone—they should also inspire creative energy and the urge to act.
Phoblographer: To you, what do you feel makes your lenses so much better and more desirable than the offerings that the Japanese manufacturers provide?
Viltrox: We have great respect for the legacy and precision of Japanese manufacturers. That said, Viltrox lenses offer a fresh, user-focused alternative—we place strong emphasis on innovation in portability, intuitive usability, and real-world shooting scenarios. While traditional brands may prioritize tradition and incremental upgrades, Viltrox actively listens to photographers’ evolving needs, delivering practical yet expressive tools at a more accessible price point. This makes our lenses particularly desirable to a new generation of agile, creative users who value both function and form.
Phoblographer: Specifically, when looking at the photography market, what do you think people are looking for these days? We’re not talking about those who shoot video, but about still photographs specifically.
Viltrox: In the realm of still photography, we see a growing demand for creative control, simplicity, and mobility. Photographers today are looking for compact, fast, and reliable lenses that allow them to react quickly and capture moments with character. There’s a noticeable shift towards lighter gear without compromising image quality, especially for those who shoot in natural light, on-location, or during travel. The desire for lenses that help define a personal visual style is stronger than ever.
Phoblographer: What are your thoughts on making more character-based lenses like the 28mm f4.5 that you folks made?
Viltrox: The AF 28mm f/4.5 was developed with a clear purpose: to make photography more accessible by lowering the barrier to creation through a compact form factor, ease of use, and an affordable price point. We wanted to give more users the freedom to create anytime, anywhere, anywhere—without being limited by bulky equipment or prohibitive costs.
This lens not only delivers a distinctive rendering style but also challenges the conventional perception of professional lenses as heavy and cumbersome. With its ultra-lightweight, ultra slim design, it’s specifically tailored for highly mobile shooting scenarios like street photography. The integration of autofocus ensures users can capture fleeting moments with speed and precision, striking a balance between portability and professional performance.
At Viltrox, we believe that great lenses are not defined by optical quality alone—they should also inspire creative energy and the urge to act. That’s why we see value in developing compact, character-driven lenses that encourage spontaneous, personal expression.
Looking ahead, we’re definitely interested in continuing this direction—creating more small, distinctive lenses that support creative freedom and help make photography a more immediate and intuitive form of storytelling for everyone.
Phoblographer: Have you been considering working with the L-mount alliance at all? Or with Fujifilm GF format? What’s the progress like there?
Viltrox: We are continuously evaluating opportunities to expand lens mount compatibility, including potential collaborations with the L-Mount Alliance and Fujifilm’s GF medium format system. Our R&D team is actively conducting in-depth technical research and feasibility assessments, while maintaining open communication with relevant partners.
As for the L-mount system, we expect to have a clearer update on our progress within this year. Looking ahead, we aim to bring Viltrox lens solutions to more camera systems and serve a broader community of photographers worldwide.
Phoblographer: Lots of other brands typically make manual focus lenses that are meant to look like those that Leica makes. But Viltrox has never made lenses like those. Has it ever been a consideration at all?
Viltrox: Vintage-style manual focus lenses have always held a unique appeal for certain groups of photographers, particularly those who pursue the texture of film, prefer manual control, or have a passion for collecting. With their emotional rendering and distinct image aesthetics, such lenses carry a strong sense of character and indeed hold unique value.
The Viltrox team has always paid close attention to and shown respect for this segment. However, from a long-term brand development perspective, our focus remains on meeting the real needs of modern image creators. We drive product evolution through technological innovation, taking both innovation and contemporary imaging demands as the core principles guiding our development of autofocus lenses that offer originality and differentiated competitiveness.
We emphasize the integration of technical innovation and user experience, staying focused on serving the core demands of today’s content creators. Whether it’s the large-aperture AF 75mm F1.2 Pro and AF 27mm F1.2 Pro, or the “Chip” and “LAB” series which highlight independent visual expression, all these reflect Viltrox’s forward-looking vision and independent exploration in optical design and imaging language.
We firmly believe that a lens is not merely a recording tool, but also a medium for creative expression. Viltrox does not blindly replicate classics—instead, we stay true to our brand DNA and continue to explore how “performance” and “style” can coexist and complement each other. In the future, if the market shows a clear demand for products that combine retro aesthetics with modern technology, we will actively evaluate their feasibility and explore further possibilities in both design and engineering.
As for cameras, while our current focus remains firmly on lens development, we are actively exploring adjacent technologies that enhance the photographic experience. Our commitment is to create a seamless and responsive ecosystem for creators
Phoblographer: Despite tariffs here in the US, you’ve kept your lenses very affordable. How can you do that while other manufacturers raise their prices?
Viltrox: At Viltrox, we’ve made a long-term commitment to affordability without sacrificing quality. This is made possible through highly efficient in-house manufacturing, streamlined R&D, and a lean operational model. We also work closely with our global distribution partners to optimize cost structures and reduce unnecessary overhead. Even with external pressures like tariffs, we remain committed to keeping our lenses accessible to as many creators as possible— because we believe that great gear should be available to everyone.
Phoblographer: On Rollei’s website, there are lots of Viltrox firmware update listings. Can you talk to us about your collaboration with them, please? Are you folks also making cameras?
Viltrox: Rollei is one of our trusted distribution partners in Europe, and they help ensure that firmware updates and product information are made easily available to users in their region. As for cameras, while our current focus remains firmly on lens development, we are actively exploring adjacent technologies that enhance the photographic experience. Our commitment is to create a seamless and responsive ecosystem for creators—and we will continue to innovate with that mission in mind.
