So, what is it about the number 100 today? To celebrate 90 years in the business, Rollei is bringing out the Flexline 100, a very minimalist digital camera that looks a bit smartphone-esque once you flip it over.
The backside slightly resembles a smartphone that's been covered in that fantastic plastic with the leather wrinkles that was all over cameras in the Fifties and Sixties. And, despite the slightly twee Disney-esque icons, you've still got to admit it's a bit of a looker – as long as you don't go for either the blue or pink options. So that'll be the black, Modom.
For all its simplistic design, the Rollei packs a bit of a punch. (Well, I say that, but we're talking Lilliputian proportions here, not Brobdignagian). There's a 10 megapixel CCD sensor, an internal 3x optical Apogon zoom and 21 programmes, including smile and face detection. Add anti-red eye touchy-uppy, a high-speed serial pictures function that gives you 30 pics per second, and all of this for just 200 euros ($287). It's just a shame you can't phone out on it.