It’s 2009. SWAROVSKI OPTIK has just released the EL SWAROVISION – a product that brings delight to nature enthusiasts around the world. Fifteen years ago, the binoculars didn’t just impress the hunting community, they also appealed to a whole new group of people: the nature fans in “generation nature.”
“Swarovski Optik’s clarity, quality and attention to detail have created products that allow you to see detail and aspects of wildlife and nature that would be missed otherwise.”
A tradition of innovation
But it wouldn’t be SWAROVSKI OPTIK if the wheels of innovation didn’t keep turning. The same year, the teams in product development deliberated over what the next big thing after the EL line should be. “The best ideas always came from the people who drew on their diverse experiences and perspectives,” recalls Dale Forbes, Head of Strategic Business Development.
A clear view of the goal
“We were aware from the outset how difficult it would be to top the EL binoculars,” Dale explains, but innovative spirit prevailed. “We optimized the handling and ergonomics and also wanted to set new standards with the optics.” With a clear view of these three goals, the team developed one prototype after another, brainstormed countless new ideas, and in the end had a product in their hands that was perfect for a generation that wants to broaden their horizons endlessly: generation nature.
“We heard a fox while out on a walk, and I spotted it really quickly using the NL Pure. The field of view is so large that we were able to observe the animal even at dusk.”
Gunnar Guðmundsson and Alma Rún Vignisdóttir, hunters from Iceland
Binoculars by and for generation nature
Since being released in 2020, the NL Pure has evolved into a whole product family and is the ideal companion for a generation whose top priority is nature and limitless freedom.
John DePalma, photographer and hunter from the USA
#fortheloveofnature
“Nature to me means freedom. Freedom to roam. Freedom to explore, Freedom to pursue my passions. Freedom to do the things I want and love to do. My work and my life away from work are my passions – I never head out into the field for work or play without my Swarovskis.”
