Canon to Unveil Diamond-Embellished Cameras

Five diamond-encrusted Canon PoweShot Elph cameras will be unveiled by tennis star Maria Sharapova Wednesday during an invitation-only event in New York City. The five cameras, in each of the colors in which the camera is offered, are worth around $12,000 each and will be offered in a national sweepstakes at Powershot.com, according to MarketingDaily.

The launch is part of Canon’s pro tennis and football ad campaigns, the former of which will include a new TV spot featuring Sharapova and her dog, Dolce. Local radio, print and outdoor ads have also run in New York to promote the “Canon Center Court” program in which the diamond cameras will be unveiled.

This is not Sharapova’s first encounter with diamond-encrusted photography equipment. She was recently gifted with a one-off ‘jewelry camera’ featuring an Argyle pink diamond-studded “M” charm on the wristband of the camera.

Accessorizing watches, phones and cameras with diamonds presents a whole new range of product development options for jewelry designers, according to Rio Tinto Diamonds, producers of the Argyle pink diamonds.