It’s common practice by now that camera manufacturers announce a camera before they announce it. Be it intentional leaks or a more formal approach — camera companies waste no time in adding fuel to the rumor fire before bringing their gear to the market. Now Nikon takes a slightly more elaborate approach. Some estimated two weeks before the announcement of the retro full-frame Nikon Df world’s number two camera maker introduces a dedicated Pure Photography microsite.

The Pure Photography microsite’s URL already includes “lineup.” The DF’s not a matter of if, but when. Announcement is on November 5, 2013, when you “savor photography all over again,” promises teaser #4.

Pure Photography and the upcoming Nikon Df (specs) stand for — as the video teasers suggest — passion, creativity, naturalness, nativeness, going back to the basics, reaching one’s destination, the gift to wonder and be amazed again.

Here are teaser #2 and #3 after the already reported teaser #1 that includes a very important sound that excites many: the distinct click of an old-school shutter… Right, with each new teaser we’re shown a bit more.

“One great shot,” the teaser says, “rewards everything.”

Teaser #3’s slogan of this rather small looking camera: “No clutter, no distractions, this is my world.”

Teaser #4: “Wherever I go, the camera leads me somewhere new.”

Some screenshots:

Are we expecting a classic, mechanical-digital Nikon?

One thing that keeps me guessing: Canon usually announces a similar camera a few weeks/months after a Nikon announcement. Canon has muscle, yet no sign how they’re following suit.