Simmod Enters the Lens Market – Introducing APSARA LUMIERE & PRESTIGE Lines

Lens News

by Johnnie BehiriJuly 14^th, 2025

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APSARA, the new lens brand from Ron Sim of Simmod, has launched two distinct lens series: the LUMIERE and PRESTIGE lines. With the cinema lens market experiencing unprecedented growth, we want to take a closer look at what these new offerings bring to the increasingly competitive lens market.

Simmod Lens was established in 2018 by cinematographer Ron Sim (CSC) with a focus on providing high-quality lens modification solutions for cinema and video professionals. The company has now taken a significant leap forward by launching their own lens manufacturing under the APSARA brand, marking a transition from a lens service provider to an original equipment manufacturer.

The LUMIERE series: mirrorless-focused cinema glass

The LUMIERE line targets the growing mirrorless camera market with native E, RF, Z, and L mount options. This series comprises four focal lengths:

• 24mm T1.4
• 35mm T1.4
• 50mm T1.4
• 75mm T1.4

All LUMIERE lenses feature a large-format image circle designed to cover ALEXA LF Open Gate sensor dimensions, ensuring compatibility with full-frame and larger sensors without vignetting. Another small but innovative feature is a “push to illuminate” button. The built-in battery allows the illumination of the focus marking to gently glow.

The PRESTIGE series: large format cinema primes

The PRESTIGE line caters to traditional cinema cameras with PL and LPL mount compatibility. This series offers five focal lengths:

• 24mm T2.0
• 35mm T2.0
• 50mm T2.0
• 75mm T2.8
• 100mm T2.8 Macro Prime

The PRESTIGE lenses are specifically engineered for large format cinema cameras, with the 75mm and 100mm lenses opening at T2.8 rather than T2.0.

Development and manufacturing

Both lens lines were developed through a collaboration with SIRUI, utilizing their optical design platform as a foundation. Simmod then applied their expertise in vintage lens characteristics to fine-tune the optical behavior, adjusting elements such as flare characteristics, contrast levels, and image roll-off to achieve Ron Sim’s creative vision.

Final assembly, calibration, and quality control are performed at Simmod’s new innovation center in Windsor, Ontario, Canada, ensuring consistent manufacturing standards and quality oversight.

According to the company, “by combining SIRUI’s precision optics with their experience in lens modification and finishing, APSARA lenses deliver a unique balance of modern reliability and vintage-inspired image aesthetics.”

Pricing and availability

Both the LUMIERE and PRESTIGE lines of lenses will soon be available for pre-ordering through B&H and APSARA’s official website. For additional “behind the scenes” footage, please head to the APSARA’s YouTube channel here.

LUMIERE pricing:

• Individual lenses: $849 each (24/35/50/75mm T1.4)
• Complete 4-lens set with case: $3,299

PRESTIGE pricing:

• Individual lenses: $949 each (24/35/50/75/100mm Macro Prime)
• Complete 5-lens set with case: $4,800

Market perspective

The cinema lens market continues to expand rapidly, with new manufacturers entering regularly. Ron Sim’s decision to transition from lens modification services to original manufacturing represents a bold move in this increasingly competitive landscape. The success of APSARA will likely depend on how well these lenses differentiate themselves in terms of optical character and build quality, particularly given the collaboration with SIRUI and the emphasis on vintage-inspired aesthetics.

For cinematographers and content creators, the APSARA lenses represent another option in the growing ecosystem of cinema glass, with the potential to offer unique characteristics that blend modern reliability with classic optical qualities.

For more information about the new lenses, the personal story of Ron, and the reason for bringing those lenses to the market, please head to APSARA’s site here.

What do you think about the new LUMIERE and PRESTIGE lenses? Will you consider buying and working with them? Please share your thoughts in the comment section below.