UPDATE: Adorama briefly marked the Fujifilm GFX100 II as a “closeout” product (see screenshot above), which prompted speculation about an upcoming replacement. We reported on it earlier today, noting how odd it seemed. Adorama has now corrected what was apparently an error, and the GFX100 II is no longer listed as closeout. The original article has been removed.
NOTE: the massive $1,000 rebate on the GFX100II bundle (+ freebies at BHphoto) is not a sell-out to make place in the warehouse for a replacement. The Fujifilm GFX100II is in full production and we know knothing about a replacement coming in the next few months.
Fujifilm Europe has dropped massive X and GFX deals all over the continent. The deals start today and end January 14.
Depending on the country, some are cashback deals, some are instant rebates, and some are mixed rebates (instant + cashback). I will list details (+ link to pages to claim back money) below.
If you purchase at Amazon, make sure you buy directly from Amazon (not third party). I have seen Amazon listed as official retailer by Fujifilm Germany, Italy and UK. In France I did not see Amazon listed as qualified retailer.
The complicated part I will share it at the bottom.
But for now I’ll just say that given the complications and regional differences in Europe, I will list below only the deals for UK and Germany (the German deals as listed at Calumet.DE, because Fujifilm Germany has not put up the official deal page yet). But there are rebates also in France, Italy, Belgium, Austria and more.
NOTE: In Germany so far the X-T5/X-H2/S bodies are not listed as rebated, but other EU countries include X-T5, X-H2 etc in their cashback offer.
If you want to support FujiRumors, feel free to use any of the affiliate links below to access your store and make the purchase:
X-T50 (body or kit) with XF23mmF2 or XF35mmF2 – save €200 (says Calumet.DE and Fujifilm France) or save €100 in Italy according to Fujifilm Italy
Germany: Amazon DE / Calumet / FotoErhardt / Fotokoch
The deals are confusing, mainly because Fujifilm Germany and Italy either do not report about the deals, or they contraddict themselves. So let’s see it country by country:
the official flyer image says X deals are instant rebates and GFX cashback. Although once you click the X deals, they list all items and they show up as cashback, with a cashback claim-money-back page that is not clickable (unlike the GFX claim-back-money page.
Today’s roundup is entirely dedicated to the Fujifilm GFX system.
And you know what? I can proudly call myself a convinced GFX owner too — I actually own this camera along with these two lenses!
Of course, every system, every camera, and every lens involves some level of compromise.
But if the one area where you refuse to make any compromise is image quality, then the Fujifilm GFX system is the way to go.
And yet, as much as I admire the sheer power of the GFX, I can’t help but wonder why Fujifilm never gave us the ultimate GFX camera — the one they already teased back in 2019 with that X-T–style GFX mock-up. That camera would have instantly become Fujifilm’s best-selling GFX ever and a serious threat to full frame.
With that said, what we have today is already much loved and highly appreciated by many. So time to dedicate it an own roundup.
Some used it for weedings. Other for bike races. Others scanned film and other used it with the Laowa 100mm F2.8 tilt shift.
I have this little habit: whenever I’m tidying up the chaos my two kids leave behind in the apartment, I put on a podcast.
Today, I came across one that I found particularly fascinating and wanted to share with you.
In the Double Exposure Podcast, Hugo Burnand talks about creating his portrait of King Charles—covering everything from location scouting and preparations, to the actual shoot, the lighting setup, his interactions with the king, the post-processing, and more.
Interestingly, Hugo drew inspiration from a painting of Prince Philip by Ralph Heymans. The painting depicted the Prince in the very same corridor where Hugo would later photograph King Charles.
The catch? That corridor is notoriously dark, making it a real challenge for Hugo and his team.
For this challenge, he chose just one camera: the Fujifilm GFX100 II—the camera he always turns to when he needs to capture a truly important image.
You can watch the video to see the clever techniques and setups his team used to overcome the challenges. The result is a portrait with a striking, almost painterly quality.
Of course Huge credits his team for the amazing results, but at some point he says:
full praise to my team […] because I think it looks like natural daylight thourghout and it also has a painterly feel to the photography.
Now, I warmly invite you to listen to the full podcast. But since I know many of you are particularly interested in what Hugo had to say about the Fujifilm GFX100 II in this context, I’ve extracted the key points below:
painterly feel in the image
fantastic dynamic range
great tonal gradation
if he’d have taken the image on a phone, it would be quite contrasty and harsher
it’s not about reproducing the image in big prints that he needs GFX, because even when reproduced small it has a greater quality intensity
the image was shot at ISO 3200
in a regular Canon he might risk shooting at ISO 800, and then he starts losing comfort
the Fujifilm GFX is amazing in low light
you can see the details of the king’s eyelashes in the image, even at ISO 3200
(Quick pause: some “smart” commenters will argue he used the wrong ISO and should have gone lower with flashes. I strongly suggest they actually watch the video before making that judgment)
the image looked like a painting by someone like Velázquez (personal note: I never thought I’d stand mesmerized in front of a painting for 15 minutes, but it happened to me in Madrid with Las Meninas of Velazquez… what a masterpiece)
And when Hugo saw the finished portrait of King Charles, he admitted that, for the first time, he felt intensely proud of his own work
(Another pause for the quick critics: some might say there is too much space above the king’s head. That’s intentional. There’s actually a rule in royal portraiture: you must leave enough room above the head to fit a crown.)
Editing?
no photoshop
Hugo explained that his adjustments were no different than what could have been done in the darkroom on a wet print
Finally, if you’d like to see this portrait (and others), Hugo has set up a dedicated website: crownportraits.co.uk.
Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).
In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.
It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.
In short:
Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.
Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.
Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025
