Progress through precision and technology is a philosophy ingrained in the Swarovski family’s genetic code, and their companies have remained true to this day to this shared principle and the values of the founders. After the legendary Habicht, SWAROVSKI OPTIK introduced its first rifle scope in 1959, its initial extendable spotting scope in 1967, and in 1971, the world’s first rubber-armored binocular. In 1976, another worldwide premiere saw the launch of a rifle scope equipped with a proprietary shock absorber for preventing recoil injuries to the eye. In 1994 SWAROVSKI OPTIK introduced the first spotting scope.
The launch of the EL binoculars in 1999 marked the company’s international breakthrough. As the first pair of binoculars worldwide to feature a wrap-around grip, they were a true innovation in the field of bird and wildlife observation. In 2011, the EL Range was added to complete the EL family. Featuring an integrated laser range-finder, these binoculars form part of every ambitious hunter’s standard equipment today. In 2007, SWAROVSKI OPTIK introduced another global innovation, the Z6 line of rifle scopes, the first in the world to feature 6x magnification. The ATX/STX, launched in 2012, was the first modular telescope on the market. In 2016, the Z8i raised the bar in terms of optical and mechanical perfection. Two innovations were presented in 2017: the dS, the world’s first smart rifle scope, and the BTX, the first binocular spotting scope.
In 2018, these innovations were followed by the indoor spotting scope ATX Interior and the ST Vista, an outdoor spotting scope. The latter makes it possible for everyone to enjoy exceptional views from beautiful vantage points without having to resort to coin-operated telescopes.
In 2020, SWAROVSKI OPTIK opened a new chapter in observing with the launch of the dG, the first digitally enhanced binoculars. The device was a first step into identifying and documenting your sightings and sharing them with other people. And in the analog segment, the NL Pure binocular takes wildlife viewing to the next level with a huge, revolutionary field of view combined with a groundbreaking design.
The following year, 2021, SWAROVSKI OPTIK introduces its EL Range with Tracking Assistant. This pair of binoculars combines digital and analog product features to support orientation and navigation in the wild. Since 2023, the EL Range is also available as compact version with 32 mm lens diameter.
The dS rifle scope – launched in the same year – also relies on digital intelligence to analyse and display all relevant hunting data. And last but not least, 2021 is the year when SWAROVSKI OPTIK enters the market of thermal imaging technologies with its tM 35, an observation and clip on device in one.
In 2024, SWAROVSKI OPTIK launched the first smart binoculars worldwide – the AX Visio. These AI-enhanced binoculars combine unmatched SWAROVISION brilliance with clever digital features, which ensure bird and wildlife identification in real time. Managing and sharing your discoveries, whether live or online, has never been easier. Regular updates and an open API ensure this pair of binoculars will keep serving our consumer’s needs – for years and years to come.
SWAROVSKI OPTIK products have received more than 40 national and international awards recognizing their innovative technology, precision, quality, look, and design.