In the 1970s, the photographic industry witnessed a significant transition from monochrome to color film. Simultaneously, TAMRON underwent a transformation, changing its name from Taisei Optical Equipment Manufacturing Inc. to Tamron Co., Ltd.

During this era, camera manufacturers began introducing cameras designed for ease of use, allowing everyday consumers to effortlessly capture beautiful photographs. TAMRON responded by developing, manufacturing, and releasing a multitude of interchangeable and industrial lenses to widespread acclaim.

On the technical front, notable advancements were made. Photographic camera lenses began to receive multilayered film coatings, significantly enhancing anti-reflection performance. Additionally, TAMRON’s development of the Adaptall mount system enabled full-aperture metering*, allowing photographers to achieve accurate exposure at their chosen aperture setting after metering with the aperture wide open. This period also saw the introduction of the TAMRON Adaptall Lens range, featuring a macro mechanism and an exclusive quick-focus system. TAMRON continued to innovate with the Superior Performance (SP) series, which offered advanced design specifications.

In 1979, TAMRON introduced the 90mm F/2.5 (Model 52B) semi-telephoto macro lens, specifically designed for portrait photography. This lens marked the debut of the now-iconic 90mm macro lens, affectionately known to its enthusiasts as “Tamukyu.”

At the time, macro lenses were primarily viewed as specialized tools for document photography, known for their high contrast and perceived unsuitability for general photography. Additionally, their high cost and lack of versatility deterred many photographers. Addressing these concerns, TAMRON extended the Gauss-type optical system used in regular semi-telephoto lenses and implemented close-distance correction to create a lens suitable for both macro and general photography. The result was a versatile, compact lens capable of producing beautifully soft background blur (bokeh) and sharp, in-focus subjects. The release of the 90mm F/2.5 (Model 52B) eliminated the need to switch to a high-magnification lens for close-up portrait photography, fulfilling photographers’ desire for a semi-telephoto lens with a short minimum focus distance. The legacy of this lens endures, with TAMRON continuing to develop and release macro lenses that incorporate the latest technologies and meet contemporary needs, maintaining a cherished place among its many fans.

The 1980s heralded the advent of camcorders, combining video cameras with video tape recorders. TAMRON expanded its focus beyond photographic camera lenses, venturing into camcorder development. These efforts later proved fruitful, becoming a cornerstone of TAMRON’s industrial product offerings. TAMRON also introduced innovative products such as the Fotovix film video processor, which projected film onto a television screen, and an auto-focusing microscope. This era showcased TAMRON’s commitment to leveraging optical technologies to benefit industry and society.

In 1992, TAMRON released the 28-200mm F/3.5-5.6 Aspherical (Model 71D) all-in-one zoom lens, a product that epitomized TAMRON’s ingenuity. Although all-in-one zoom lenses existed, their bulkiness limited their versatility. Driven by a personal anecdote involving the former president’s wife struggling to switch lenses at their son’s graduation, TAMRON set out to develop a compact, lightweight, and versatile all-in-one zoom lens. The resulting Model 71D lens earned widespread acclaim overseas and eventually gained popularity in Japan, celebrated for its high performance and excellent image quality.

* Full-aperture metering: A metering system that allows a photographer to perform metering at their desired aperture number while the lens aperture remains wide open.