Although it's announced in the US as the AQ100, for us the WP stands for waterproof, as the WP10 is Samsung's first belly-flop into the crowded plunge-pool that is the waterproof camera market -- joining Sony's TX5 in the shallow end.
The WP10 is a 12-megapixel compact that's waterproof down to 3m. It packs an optical 5x zoom lens but lacks optical image stabilisation. Around the back is a 69mm (2.7-inch) LCD screen.
While you're swimming, or just braving the rain, you can record 720p high-definition video at 30 frames per second. The WP10 comes in bright red, or aqua blue, pictured above. Careful you don't lose it in the pool. The WP10 dives from the high board this spring for £180.
The US has also seen the launch of the SL605, pictured above, a similarly specced camera that is less tough. Its anti-scratch mask and rubberised dustproof buttons and seals make it merely 'durable'. We've checked with Samsung, but there's no word yet on whether this semi-tough snapper will make it to the UK.