Canon has announced its first full-frame mirrorless camera and lens system, both called EOS R. Coming shortly after rival Nikon announced its own full-frame mirrorless cameras, the announcement of the EOS R means both Japanese camera giants are now taking high-end mirrorless seriously after years of putting out half-hearted responses to the likes of Sony and Fujifilm.

As previously leaked, the EOS R camera is built around a 30.3-megapixel full-frame sensor with an ISO range of 100-40,000. The sensor uses dual-pixel autofocus and is paired with Canon’s DIGIC 8 image processor. There’s a fully articulated touchscreen as well as an OLED electronic viewfinder and an information panel on the top of the camera.

While the camera basically looks like a slimmed-down DSLR, the EOS R system breaks away from Canon’s traditional control scheme in a few ways. Most notably, all the lenses have a dedicated control ring as well as the dials for zooming and manual focus; this lets you adjust settings like aperture from the lens itself. There’s also a sliding left-right control bar on the back of the camera that can be used for various other features.

The first EOS R lenses are a 24-105mm f/4 L, a 50mm f/1.2mm L, a 28-70mm f/2 L, and a 35mm f/1.8 macro. Canon is also releasing three lens mount adapters for EOS SLR lenses, including one with the EOS R control ring and another that can be used with drop-in filters. The camera will be available for $2,299 body-only or $3,399 with the 24-105mm lens in late October, with preorders starting September 12th.

We’re at Canon’s EOS R event in Tokyo and will bring you more news and impressions soon.