Nikon has introduced their new Nikon 1 camera brand that will join existing Nikon D-series digital SLR cameras and the CoolPix brand of compact digital cameras. Nikon says “The name for this new system, Nikon 1, came from the idea of developing a completely new camera system that would be a leader in the digital age by starting from nothing, or "0", and giving birth to "1".” Though Nikon claims that Nikon 1 started from nothing and is a completely new camera system, the fact is mirrorless interchangeable lens cameras from Sony, Olympus and Panasonic forced Nikon to give birth to their new “1” brand.

Nikon is launching the Nikon 1 brand with two new cameras, the J1 and V1. Both the new cameras are based on new CX format 10-megapixel CMOS image sensor, new EXPEED 3 image processing engine and new Nikon 1 mount lens system. The CX format sensor is 1” type sensor (13.2mm x 8.8mm), which is smaller than both the 4/3 type sensor used by Panasonic and APS-C sensor used by Sony in their mirrorless cameras. However, Nikon claims that the combination of the new sensor, imaging engine and lens mount system results in world’s smallest and lightest, as well as world’s fastest auto focusing interchangeable lens digital cameras.

Two unique features on the new cameras are Motion Snapshot mode and Smart Photo Selector. In Motion Snapshot mode, simply pressing the shutter-release button records a still image and about a second of high-resolution movie footage beginning before and ending after the time the shutter-release button was pressed. Movies recorded in Motion Snapshot mode are played back in slow motion. In Smart Photo Selector mode, when the shutter-release is pressed halfway the camera focuses and begins buffering images. When the shutter-release button is then pressed the rest of the way down, the camera compares shots recorded to the buffer both before and after the shutter-release button was pressed, and automatically selects five to record to the memory card. It also eliminates the need for capturing a large volume of shots with continuous shooting and the troublesome process of later manually selecting the best shot from a series.

Other features on both the cameras are 10fps continuous mode, 1080p at 30fps or 1080i at 60fps video recording, Scene Auto Selector, ISO range of 100-3200, 3-inch LCD screen and built-in dust reduction system. The higher-end V1 adds to the features list with 1.4M dot electronic viewfinder, accessory port (for SB-n5 mini speedlight or GP-N100GPS unit), and ability to switch between mechanical and electronic shutter (J1 only has electronic shutter).

The Nikon J1 and V1 will be available in US beginning October 20th. The Nikon J1 camera with 10-30mm lens kit will be available for $649.95. The Nikon V1 camera with 10-30mm lens kit will be available for $899.95. Both the cameras are available for pre-order on Amazon now.

Websites like DP Review, This is My Next, and TechRadar have posted in depth hands-on impressions of the new cameras. Amy Davies concluded her hands-on preview by saying “It will be interesting to see how Nikon market this camera. With a price point of £829 (including 10-30mm kit lens) RRP, this is a very expensive proposition for somebody who is used to spending less than £200 on a compact camera, while existing Nikon (DSLR) owners may feel disappointed by the small sensor size.” And we completely agree with her conclusion.