Olympus, the camera company that introduced freezeproof, waterproof and shockproof cameras to the mass consumer market in 2006, is rebranding its range so they do what they say on the tin.

Previously known as the SW range, from January 2009 the cameras will be rebranded under the name Tough.

It is thought that the new Tough brand will make the unique advantages of the series more recognisable and comprehensible to consumers from the outset.

"Over the last few years, our tough SW-series cameras have increasingly impressed consumers with their combination of incredible durability and excellent image quality. They allow our customers the freedom to shoot in situations where other cameras simply wouldn’t survive", says Miquel Angel Garcia, managing director Marketing at Olympus Imaging Europa GmbH.

"Since some of our cameras even go beyond shockproof and waterproof – certain models are freezeproof and crushproof as well – we needed a name that was more reflective of the true nature of the SW series. The Tough brand lets our customers know what these cameras truly have to offer: strength that’s always ready to go, even in the most extreme conditions".

The new Tough cameras will be available in January 2009.