Hasselblad says that its H4D-31 delivers the same superior image quality than other H4D models, “bringing the ultimate in image quality to high end 35mm DSLR photographers who want to step up to medium format." It features Hasselblad’s True Focus technology, which “provides focusing accuracy throughout the image field – even at close range with shallow depth-of-field,” claims the firm.

The launch of the H4D-31 was sparked by the success of the H4D-40, according Hasselblad’s Uwe Moebus, and will directly compete, in terms of pricing, against the Pentax 645D camera, which retails at £9,999 +VAT. The H4D-31 retails at €9995 +VAT.

On Monday 06 December, the H4D-31 will be the focus of a special Studio Day in London. "The event is targeted at 35mm DSLR owners, and is designed to highlight the differences between 35mm DSLR and medium format," says Hasselblad UK.

The free event starts from 11am until 5pm at the Hasselblad Studio at 71 Fanshaw Street in London. For more information and to register visit www.handsonahasselblad.com.