The world’s first smart binoculars

These binoculars offer functionalities like bird and wildlife identification at the push of a button, social sharing capabilities, and a host of other practical features. The industrial designer, Marc Newson, is credited with their design. SWAROVSKI OPTIK, with the introduction of AX VISIO, ushers in a new era in nature observation. The grand unveiling occurred on 8 January 2024 at CES in Las Vegas. Starting from 1 February 2024, the AX Visio will be obtainable through select retailers and at www.swarovskioptik.com.

Stefan Schwarz, CEO of SWAROVSKI OPTIK, stated at the product launch: “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.”

The AX Visio 10x32 enriches nature exploration with several features: advanced technology merged with precise analogue optics in SWAROVISION quality, aiding real-time identification of over 9,000 birds and wildlife. An inbuilt camera captures images and videos, which can be managed and shared instantly via a connected smartphone using the SWAROVSKI OPTIK Outdoor App. The binoculars also feature a unique ‘Share discoveries’ function, enabling users to guide others to their observed object through arrow markers on the display. Andreas Gerk, Chief Technology and Operations Officer at SWAROVSKI OPTIK, highlighted: “The AX Visio’s added value for users consists of a real viewing experience that is enhanced with digital input.”

The development and design of the AX Visio spanned roughly five years, resulting in a device comprising about 390 hardware components. Its core is an integrated operating and object-recognition system, powered by a Neural Processing Unit (NPU) for rapid information processing. The accompanying SWAROVSKI OPTIK Outdoor App facilitates image management and sharing, along with device settings and updates. The concept of the AX Visio promotes a long product lifecycle. Andreas Gerk further explained: “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.”

Produced at SWAROVSKI OPTIK's headquarters in Absam, Austria, the AX Visio exemplifies high vertical integration. CEO Stefan Schwarz views this as a significant advantage: "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.”

The unique design of the AX Visio binoculars is the work of MARC NEWSON, a globally acclaimed industrial designer, in partnership with SWAROVSKI OPTIK. His design philosophy focused on modern aesthetics and intuitive operation, combined with a comfortable, ergonomic grip. Following the CL Curio, the AX Visio is the second model from SWAROVSKI OPTIK to feature Newson’s design excellence.

Marc Newson, an influential figure in contemporary design, was born in Sydney and has worked across Japan, France, and the UK, where he currently resides. His collaborations include prestigious brands like Ferrari, Apple, and Louis Vuitton. Newson has received numerous accolades, including a CBE from Queen Elizabeth II.

The AX Visio is priced at £3,820 and is available from 1 February 2024 at www.swarovskioptik.com.