Every king gets complacent, which is exactly what happened to Pentax last year when it got usurped in the underwater camera world by Olympus.
Well, now the old monarch is back with the W20, a 7 megapixel waterproof snapper gunning directly at the Olympus Mju 720 SW.
Although Pentax has caught up on the specs front, we're not too sure about the style stakes: this newbie looks boringly similar to the old W10i.
There are some cool things about this new entrant, though - namely an automatic high ISO mode for gloomy underwater shots, support for the new high capacity SDHC memory cards and the strength to keep on shooting up to 1.5 metres deep.
On sale: Mid-September