Fujifilm has joined the ranks of camera manufacturers offering rugged options with the announcement of the FinePix XP10.

A "born survivor", the XP10 offers a 12-megapixel resolution, 5x Fujinon lens, 720p HD video capture and a 2.7-inch LCD display.

The XP10 is waterproof to 3 metres, shockproof to 1 metre, freezeproof to -10 degrees C and dustproof too.

With the boast that it's better looking than some other rugged options out there, the XP10 gets a sleek and slim metal body and will be available in silver, black and blue.

One stand-out feature is the new Facebook/YouTube "Easy Web Upload" function that means users can mark images and vids in camera for quick one-press upload to the social sites once they hook up to a PC.

We have no pricing or availability info for the FinePix XP10, but will let you know more when we do.