Eyes Wide Open on Binoculars!

Eyes Wide Open on Binoculars!

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For as far back as anyone can remember, binoculars have provided a profitable market niche for many photo specialty stores and other retailers operating in the photo-imaging space. Photo enthusiasts demand fine optics for their cameras, so they’re logical candidates for acquiring high-performance mid and upper tier binoculars.

By targeting customers that identify themselves as travelers, outdoor buffs, trail hikers, sports enthusiasts, birdwatchers or hunters that pursue wildlife with a camera or a rifle, you can expand their visual observation horizons while enhancing your store’s profitability. Indeed, many dealers have reported that consumers who purchase high-end binoculars frequently acquire long telephoto and tele-zoom lenses or upgrade their DSLRs shortly thereafter—a double bonus that can definitely be encouraged by strategic product placement, demos and building customer relationships.

These days, consumers are laser focused on value, and that’s why they’re gravitating toward high-quality binoculars that they see as long-term investments. That’s also why many retailers tell us that high-performance binoculars in the $300-$600 class are moving a lot faster than cheapie units in the $100 and under class, which were once the mainstay of the market; luxury binoculars in the $2,000 class from companies like Zeiss and Leica sold so briskly over the past few years that some models were in short supply—factors that motivated Nikon to jump into the top-price-and-quality segment last year.

What’s the best strategy for upgrading binocular purchases? Have your customers look though a high-quality binocular and compare it with a glass of middling performance and they’ll choose the better pair—the human eye is a pretty good comparator. In many ways this is the golden age of binoculars, and with recent remarkable advances in optical technology, most consumers can actually afford medium-priced binoculars that deliver a level of performance and quality construction that rivals many premium-priced models of the years past.
There’s also a natural brand identity crossover for photo enthusiasts since so many fine binoculars carry familiar photographic names like Nikon, Canon, Pentax, Olympus, ProMaster, Minox, Leica and Zeiss. However, dealers should not overlook other established brands like Bushnell, Leupold, Celestron, Carson, Vortex and Swarovski—all popular among the camping, hunting and outdoor set.

After talking with industry experts, two overarching trends came into clear focus. The first, already mentioned, is the flight to quality, as consumers perceive binoculars as long-term investments rather than impulse purchases. Second, straight-line roof prism binoculars continue to dominate the market, outselling porro prism binoculars by a hefty margin, which points to a few other key factors. Style, compactness, ergonomics and lightweight construction are more important than ever to today’s binocular buyers. Other upmarket trends include models in camouflage finish as well as true military and military-style binoculars.

Here’s a brief rundown on some cool models from major manufacturers selected by a longtime binocular aficionado, yours truly. Many of them are genuinely new and all of them offer features and performance to delight serious photo enthusiasts.

                                 Upmarket Binoculars for 2012
Pentax DCF CS 8×42 and 10×42. These sleek new, heavy-duty, roof prism binoculars feature high-performance, fully multicoated optics, rugged waterproof, fogproof construction that allows freshwater rinsing, and a compact, ergonomic, lightweight open-bridge design optimized for outdoor applications. Other features: a dependable internal focus design that improves balance and handling; a wide-angle field of view; helicoid extendable eyepieces with 4-click stops; long eye relief for viewing comfort without glasses; and accessible center diopter ring with click stops. DCF CS 8×42, $279; DCF CS 10×42, $299. pentaximaging.com

Bushnell Fusion 1600 ARC. The first binoculars with a built-in laser rangefinder to be offered at under $1,000, these ruggedly attractive units feature BaK-4 roof prisms, a built-in battery life indicator, twist-up eyepieces and fully multicoated optics with RainGuard HD coating. They’re also fully waterproof and submersible to IPX7 standards. The laser rangefinder, based on Angle Range Compensating (ARC) technology, can measure distances from 10-1,600 yards, and the display employs Vivid Display technology for improved visibility and contrast in low light. Hunters can use the exclusive VSI mode to select specific sighting distances to suit their shooting styles. 10×42, $999; 12×50, $1,099. bushnell.com

Canon 8×25 IS. This distinctive looking compact binocular is the smallest, most affordable image-stabilized unit on the market. Featuring Super Spectra-coated lead-free Canon glass optics and Canon’s ingenious Tilt Mechanism Image-Stabilization technology to counteract shake and provide clearer viewing without eyestrain. Other features: a textured, rubberized covering; center-mounted focus and stabilizer controls; and a field-flattening lens element. It measures only 4.7×2.4×5.4 inches and weighs in at 17.3 ounces. $399.99. usa.canon.com

Nikon EDG.
This new ultra-premium line of sleek, roof prism binoculars is designed to compete with the top-tier European brands. All five in the line feature extra-low dispersion Nikon ED glass, dielectric high-reflection multilayer prism coatings for optimum light transmission, a field-flattener lens system, and waterproof, fogproof construction. The redesigned chassis features a short bridge style for easy handling, protective rubber armor, a unique multifunction central focus/diopter adjustment knob, long eye relief and ergonomically contoured detachable eyecups to block peripheral light. 8×32, $2,299.95; 10×42, $2,499.95. nikonusa.com

Leica Trinovid 42. This line is an improved version of Leica’s iconic roof prism Trinovid binoculars at what Leica calls a “premium entry-level” price. The company has maintained its traditional ultra-high-quality level by cleverly using existing components, such as the magnesium body housing from its luxury Ultravid HD line. The new Trinovids also feature waterproof construction, new no-slip rubber armoring and a new twist-up eyecup design with four detents for easy +/-4  diopter eye-relief adjustment. 8×42, $1,449; 10×42, $1,499. leica.com

ProMaster Infinity ELX Pocket Binoculars. Just announced as we went to press, the ProMaster Infinity 8×21 and 10×25 ELX High Definition binoculars weigh less than 8 ounces and collapse to a size that fits into a shirt pocket, making them ideal for hikers, bikers and outdoor enthusiasts. They feature magnesium alloy construction, phase-coated BaK-4 prisms, internal center focusing and high-grade ED optics with Transbright coatings for 99.7% light transmission and bright viewing. They’re waterproof and fogproof, and all the outer surfaces are coated with ProMaster’s proprietary Repellamax coatings to resist fingerprints, dust and moisture. 8×21, $169.95; 10×25, $199.95. promaster.com

Carson 3D.
Designed for exceptional user comfort with thumb grooves, textured surfaces and excellent ergonomics, these new roof prism binoculars all feature High Definition optical coating to enhance light-gathering capabilities, BaK-4 phase-coated prisms, full multicoating, nitrogen-filled, O-ring-sealed construction for high water and fog resistance, and extra long eye relief with twist-down eyecups. All come equipped with a shock-resistant BinoArmor Deluxe case wrap. TD-832 8×32, $239; TD-842 8×42, $249.99; TD-042 10×42, $259; TD-050 10×50, $269. carsonoptical.com

Vortex Razor HD 10×50. Flagship of the Vortex brand, this stylish, high-end roof prism binocular is aimed at sophisticated hunters and birdwatchers. It features hand-selected HD extra-low dispersion glass, full multicoating with Vortex’s proprietary XR process, scratch-resistant Armor Tek on exterior surfaces, O-ring-sealed waterproof, fogproof argon-gas-purged construction, phase-corrected prisms, open-hinge lightweight magnesium chassis, and durable rubber armoring. It also provides a wide range of positive eye-relief settings, and a locking center diopter control. $899. vortexoptics.com

Leupold BX-3 Mojave 10×42. Like all members of the Leupold BX-3 line this ruggedly armor-coated handsome roof prism unit is waterproof and built to withstand rugged field conditions. It features lightweight open-bridge construction, fully multicoated lenses and cold-mirror-coated BaK-4 prisms for optimal brightness, resolution and low-light performance, twist-up eyecups plus ample eye relief for eyeglass wearers. $409.99 in black; $429.99 in camouflage finish. Other models: 8×42 black, $399.99; 8×42 camo, $409.99; 12×50 black, $439.99; 12×50 camo, $459.99. leupold.com

Minox Nautik BN 7×50 DCM. The flagship of the Nautik line of porro prism marine binoculars, it has an integrated digital compass that’s displayed in the center of the field of view at the press of a button. It also features an automated tilt function, a barometer display and history recording, altitude display, temperature with history readout, and a stopwatch that displays the time. Its multicoated lenses provide a twilight factor of 19 for viewing in dim light. The Nautik 7×50 DC offers the same features minus a few multifunctions. The Nautik BN 7×50 C is more basic with an analog compass, and the Nautik 7×50 is the economy model that dispenses with the compass. Other features: turnable eyecups; rubber armoring; and nitrogen-filled, waterproof, fogproof construction. BN 7×50 DCM, $699; BN 7×50 DC, $649; BN 7×50 C, $299; BN 7×50, $249. minox.com

Zeiss Victory FL T*. These classically styled Carl Zeiss binoculars feature special fluoride glass with exceptionally low dispersion for superior chromatic correction, multilayer T* and P* phase coatings for ultra-high light transmission, wide-angle eyepieces for an exceptional field of view and special Abbe-Konig or Schmidt Pechan prisms with Zeiss Dialectric coatings to erect the image. Other features: nitrogen-filled construction; click-stopped, lockable screw-out eyecups; magnesium lens barrels; fiber-reinforced polymer housings; and an enclosed bridge design with a steel center shaft for rugged durability. There are six models in the Zeiss Victory FL T* line. FL 8×32 T*, $1,849.99; FL 10×56 T*, $2,369.99. zeiss.com/sports

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