Tamron 70–180mm f/2.8 Di III VXD

Photographers & Dealers Agree: Tamron Has a Lens for Every Situation


The most important part of running a people business is being a people person. Just ask Marcie Reif, owner of the successful Atlanta-area Marcie Reif Photography studio. She is a wedding, family and portrait photographer, an educator, and a cofounder of the Photographer’s Retreat—an educational experience for female photographers. Marcie insists her success grows from the way she naturally interacts with people. Personality is more important to her success than her enormous talent or abundant knowhow.

Marcie Reif

“People are going to remember how you make them feel, not how fast you change a camera setting,” she explained. “Making people feel comfortable and photogenic is the number one job. Get them to laugh, make it easy for them; that’s what they’re going to tell the next person when they make a recommendation. Practice taking pictures, but also practice people skills and especially children skills.”

Marcie has all of those skills, and one look at her amazing website confirms she’s a master photographer. She’s also steadfast about the lenses she uses. It began when she purchased a Tamron SP 85mm f/1.8 Di VC USD primarily for portraits and weddings. Now she owns a full stable of Tamron lenses, predominately for her Sony Alpha 9 II full-frame mirrorless camera.

Lately it’s her Tamron 70–180mm f/2.8 Di III VXD for the Sony E mount that plays the dominate role.

“I was blown away with how strong Tamron zoom lenses are,” she said. “I recommend them all the time. My Tamron lenses never break; they roll around rough-and-tumble all day and are always reliable. I use them and recommend them with confidence. Marcie-Reif-WildflowerField-TamronAdvert6-21

“When it comes to performance, sharpness is key, but speed and portability are important, too,” she added. “The 70–180mm gives me the bright aperture I need, and I can hand hold it all day because it is so light and well-balanced on my camera. I know what kind of pictures I want, and Tamron lenses let me capture them. I have many lenses and automatically pick up the right one for the purpose. Tamron has the right lens for every situation.”

Superior Optical Technology

The Tamron 70–180mm is ideal for much of Marcie’s photography. Although she mainly shot with prime lenses in the past, she says she never worries about “missing focus or missing shots” with the Tamron 70–180 zoom, and “the constant f/2.8 aperture is fast and much more useful.” It allows her to shoot more shots wide open with confidence.

The science backs up Marcie’s perceptions. The Tamron 70–180mm f/2.8 delivers the highest levels of autofocus speed and precision in Tamron’s 70-year history, due in part to a new Tamron-exclusive VXD AF drive mechanism. Amazingly, while operating faster than before, the drive maintains positional accuracy down to 0.005mm (0.0002 in.), less than one-tenth the width of a human hair. Marcie-Reif-DSC07442-TamronAdvert6-21

Marcie also likes the way Tamron is always innovating and introducing new lenses for her Sony Alpha system. She eagerly looks forward to using the new Tamron 150–500mm f/5–6.7 Di III VC VXD to capture her children’s baseball games. She currently uses Tamron’s 70–300mm f/4.5–6.3 Di III RXD zoom when shooting baseball highlight videos. It is the world’s smallest and lightest telephoto zoom (among 300mm-capable telephoto zoom lenses for full-frame mirrorless cameras as of this writing).

“I also love the Tamron people,” Marcie concluded. “They are a great group of people and a great company.”

Dealers Agree

The management at Midwest Photo, an authorized Tamron dealer in Columbus, Ohio, agrees. Sonnie Jones is one of Midwest Photo’s top sales associates. Photographers shooting with all brands in central Ohio contact him for advice. He’s also Midwest Photo’s go-to outdoor photographer and camera bag expert for employees and customers alike. The retailer’s senior most salesperson, Sonnie has been with Midwest more than 12 years.Midwest-Photo-Logo-w-tag

“Tamron consistently gives the customer a more reasonably priced option for lens selections for top brand cameras. The Tamron 70–180mm f/2.8 for the Sony mirrorless system is a perfect example,” Sonnie told us. “It seems every time I talk to an employee or customer about where mirrorless companies are missing the boat with focal ranges, Tamron is the first to deliver.

“I have wanted a more economically priced 70–300mm lens for Sony APS-C, and Tamron answered. I wanted a reasonably sized 100/200–500/600mm lens that didn’t break the bank, and Tamron launched the 150–500mm at a great size, price and build, with a great focal length.

“My point being, Tamron listens to the salespeople selling their products as well as the market and then delivers. It’s easy to get behind a company that listens to us on how to make our jobs easier and that gives us the products photographers are asking for to improve their images.”

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