The First Binoculars of Their Kind

The world-renowned sports optics maker Swarovski Optik is launching a groundbreaking new product in 2024 to celebrate its 75th anniversary. The AXE VISIO are an ideal blend of cutting-edge digital technology with high-performance analogue long-range optics; they are the first binoculars of their kind. They provide a plethora of useful added features, like the ability to share findings, help with bird and animal identification, and more, all at the push of a button. The design was created by the renowned industrial designer Marc Newson. These binoculars from Swarovski Optik are the wave of the future when it comes to seeing nature.

“In the seven decades of our existence, we have developed a deep understanding of our consumers’ requirements in the birdwatching, and outdoor target groups. We leverage our know-how and cutting-edge production technologies to offer optimum technological solutions for each area of application. The integration of digital components and functions in our products brings significant added value”, explained Stefan Schwarz, CEO of Swarovski Optik, at the product presentation.

With its many features, the AXE Visio 10x32 enhances the natural world in innovative ways: SWAROVISION grade intelligence technology and high-precision analogue optics help identify over 11,188 bird species and other wildlife in real-time. You can take pictures and record movies using the built-in camera. Afterwards, you may use the Swarovski Optik Outdoor App on your linked smartphone to manage and share them instantly. Another notable improvement is the “Share discoveries” feature, which lets users direct another user to an object they’ve seen by pointing to it on the screen.

“The AX Visio’s added value for users consists of a real viewing experience that is enhanced with digital input”, emphasised Andreas Gerk, Chief Technology and Operations Officer at Swarovski Optik.

Creating the AXE Visio took around five years from start to finish. As a consequence, there are around 390 hardware elements that make up binoculars. Integrating an operating system with an object-recognition system forms the intelligent heart of AXE Visio. The extremely rapid processing of data needed for object identification is guaranteed by a Neural Processing Unit (NPU). You may organise and share your photos with the help of the Swarovski Optik Outdoor App. The app also handles all of the device’s settings and any future upgrades. With the AXE Visio idea, the gadget has a long product life cycle.

“The analogue components of the device, such as the optics and housing, comply with our sustainable Swarovski Optik quality standards. The performance of the digital features is regularly updated and enhanced through regular system and function updates. An open programming interface gives creative external providers the opportunity to expand the AX Visio with new functionalities. Our aim is to promote an innovative system that continuously develops and meets users’ needs for enhanced vision and more information as effectively as possible”, continued Andreas Gerk.

For CEO Stefan Schwarz, this is an important USP: “We can draw on 75 years of experience and expertise in the development and production of high-precision sport optics. We combine this know-how and our expertise in the field of electronics with digital intelligence at our production site in the heart of Europe to create a new, pioneering product. The AX Visio is not only a flagship project with which we are demonstrating Swarovski Optik’s technological leadership in the sport optics market, but it also marks the beginning of a new technological era for us.”

Renowned industrial designer Marc Newson and Swarovski Optik collaborated to create the unique design of the AXE Visio binoculars. He paid close attention to detail, making sure the smart binoculars looked contemporary, were easy to use, and had a pleasant ergonomic shape. Now the AXE Visio join the CL Curio as Swarovski Optik binoculars that may be credited to the flawless design of the Australian-born designer.

Many consider Marc Newson to be among the most significant designers of his time. He now calls the UK his home after having spent time working and living in Japan, France, and Sydney, Australia. Some of the most recognisable examples of modern design are his creations, which he has collaborated on with companies like Louis Vuitton, Apple, and Ferrari. Her Majesty Queen Elizabeth II bestowed a CBE to Marc Newson, among many other honours.

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