The big day is here, and as expected Sony announced three new lenses for the Sony E-mount (NEX mount): The long-awaited Zeiss 24mm f/1.8 ZA lens has been officially announced, and various sites are reporting that it will be priced at $1000-1099. The new Zeiss lens has a 36mm equivalent angle of view and as we previously showed, it is slightly larger than the existing 18-55mm kit zoom lens. Based on size, price, and the Zeiss name, this lens is expected to have superior performance and leverage the new 24MP sensor in the NEX-7. The Sony E 50mm f/1.8 OSS has a 75mm equivalent angle of view and brings a portrait lens to the NEX system. It is also the fastest optically stabilized lens currently produced for any interchangeable lens camera system. Price has been reported by various sites at $300-349. The third lens announced today is the Sony E 55-210mm f/4.5-6.3 zoom pictured above. The new zoom lens has an equivalent 83-315mm angle of view and will cost between $350 and $399. NEX users finally have a somewhat affordable telephoto zoom option. Finally, Sony announced a new lens mount adapter, the LA-EA2, which essentially turns your NEX camera into an SLT camera, promising fast phase detect AF with all existing Sony A mount (DSLR) lenses. The new adapter is expected to cost $399.