After nearly five years of research and thousands of “searches” on auction sites, I finally have my answer! ‘ITS‘ as it relates to the famous and groundbreaking Yashica TL Electro-X stands for… are you ready? Nothing!
That’s right… nothing. I’ve just finished reading what appears to be the most comprehensive guidebook on the TL Electro-X (from Yashica no less) and not one word as to why the marketing guys and gals at the office in Shibuya picked ‘ITS‘ to appear on the lower left front of the camera. Not one hint… no clues… nothing!
Okay so more than likely it was meant to mean exactly that… nothing. I can live with that. Marketing people don’t have to explain anything they do. ‘ITS‘ simply looks good. So fast forward from 1968 to the present day. Hear I am stressed out about what may have been a whim… an afterthought… or maybe something one of the designers casually mentioned in a meeting while you know, designing the thing. ‘ITS’… sounds good.
I’ve imagined what it may mean hundreds of times (sad to admit that) and nothing really fits for the time period except that maybe the ‘I‘ stands for “integrated”. Like integrated circuit or I.C. as I’ve sometimes seen it mentioned in other Yashica sales brochures. That’s got to be it. After all, the NASA people were always using that term during the height of the space race. Okay so maybe we now know that the ‘I‘ stands for “integrated”. Simple. The ‘T‘ has always stood for “technology” to me. What else would the ‘T‘ stand for? Timed? As in timed shutter. Oh that’s a good guess. I like it. Maybe the ‘TS’ part is for “timed shutter”? That’s another good one. Integrated… Timed… Shutter!!! Or how about “Interval” timed shutter? That’s ‘ITS‘ isn’t it?
Solved! Finished! No more worries right? No… that isn’t it. It’s got to mean something else. Something catchy, something better than that. Well the book (sales brochure) I just finished reading never mentioned what the ‘ITS‘ stood for. Just like the hundred other brochures and ads I’ve read. But wait! Hold on! There on the cover is a clue! There it is right in front of me! “SYSTEM”. Yashica called everything connected with the TL Electro-X ITS (lenses, filters, bellows, angle finders, accessories, etc.) SYSTEM.
So there it is! That was simple. Right? Well we’ll see. I’m going to keep on looking for that definitive statement from Yashica. Somewhere in black and white they’ll say it. For now though I’m sticking with… “Integrated Technology System” or “ITS” for brevity.
ITS = Integrated Technology System
A 45 page book from Yashica that explains everything about this fantastic camera.
No denying it – it’s a sharp looking camera and the ‘ITS’ just makes it that much cooler. It’s one of our favorite Yashicas in our collection. This one came to us via Okinawa, Japan. Purchased in late 1973 – that makes it one of our newest Yashica SLRs too. We’ve kept all of the original paperwork and of course the box. If you come across a nice looking one for sale (or better still get it as a gift) it should be on your list of must haves. The battery is an easy find and most will have working meters since they were only electronic (no moving match needle affair).
Happy hunting!
Chris and Carol ^.^
Chasing Classic Cameras with Chris 