I don't think so.
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Baby S (7 Viewers)
- Thread starter VS007
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Hermann
Well-known member
Maybe.
But it could also be that Swaro is the only European premium manufacturer who understands what's inevitably coming and is trying out new things.
Just some numbers (I only have data for the US**, so let's use these).
10 years ago (that's 2013!!), of the roughly 8'417'000 binoculars imported into the USA, about 7'829'000 were made in China; that's 93%.
At the same time, imports from Japan were 116'000 (= 1.4%), from Austria 95'000 (=1.1% ), from Germany 67'000 (=0.8%).
And that's 10 years ago.
Since then, things have gotten A LOT worse. China-made binos probably now make up more than 98% of world production (including those made for Zeiss, Nikon and others). And that number will further go up, not down.
China binos are getting better, even much better, both mechanically AND optically; just read the threads and posts here and on CloudyNights about the new flatfield wide FOV Sky Rover models. Or look at the Astro markets, where there is almost nothing except China-made.
So if you are Swarovski and think about the future, you may come to the conclusion that the days of "simple" traditional bino-making are numbered. Traditional binos from Zeiss, Leica and Swarovski, once dominant on the optics market, are now a niche product. And the niche is not getting bigger. It is getting smaller.
So as a CEO in Absam, you start thinking about ways how you can prolong your current business.
Best quality, superb performance, excellent quality control, superior customer service - that's what secured premium business so far, but just look at the above numbers again. What has happened to the world-leading European and American optics industry over the last 50 years will before long also happen to the remaining few "teutonic" manufacturers.
My guess is: Swarovski is just trying ways to survive a bit longer. Have they found a solution with things like the Visio? Or are they nuts?
I don't know. At least they are trying. Funny enough: innovation still seems stronger on this side of the world, none of the Chinese producers have so far tried anything like the Visio.
My guess: Just selling NLs (or, for that, SFLs, UVHDs and MHGs) will not keep you in business for many more years.
** Alan R. Hale (former CEO Celestron), in: Sports Optics, Rolling Hills Est. CA, 2014
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I suspect that the optics side of Swarovski is not their "core'' business, and that they make more profit selling jewelry etc. If this is so, then maybe it gives them the advantage in being able to bring out products that are different. If they flop then the company as a whole is not going down the tubes. It's just seems a shame that they are not more open to expanding their range to include models that the average birder (if there is such a beast!) would like. I always felt it was shame they did not expand the CL range to include an 8x40 and a 10x40. Now they seem to be aiming more at the rich kids than anything else!
Swarovski Optik makes up less than 5% of Swarovski Groups income.
Hermann
Well-known member
True.
But they do make binoculars like the APM 6x30 and now the APM 6.5x32 (Moon Star on CN). Taking an old design (the traditional porro first developed by Carl Zeiss) with modern coatings and modern eyepieces. A niche product that all the great Western companies long abandoned long ago. Is that innovation? And how much can you still innovate when it comes to binoculars? Is anyone surpised many people like these simple, well-made binoculars?
Hermann
Hermann
Well-known member
And how insane is it when people here - and there are quite a few about, just look at some recent threads - spend tens of thousands on binoculars? Even though they can only use one pair at a time?
Hermann
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dries1
Member
Point taken, and I suppose with increased ER on those new porros mentioned, that is innovation.
tehri
Well-known member
Um yes ! A 500 € gift for your child birthday, not everyone can afford it, very far from it !!
tenex
reality-based
So a decade ago at a meeting in Absam, they were worrying that just selling ELs was a doomed proposition... and came up with NL, which costs half again as much. And now AX, which costs half again as much as that. Perhaps they think their future must depend on the very wealthy, so the word is not "niche" but "boutique". Apparently that works for Leica.
I don't get MJ. It looks like a toy and I'd find it insulting. And parents like this would have bought a CL.
jan van daalen
Well-known member
But reality shows different.
The NL is the best sold model since it is on the market.
First it was the EL and when Zeiss came with the SF, they became the best selling model. Swaro lowered the price of the EL and became number one again.
With the launch of the NL the EL is number 2.
The CL30 line was number one in that division but lost it completely to Zeiss with their SFL30 line.
Reality shows that the Visio is more sold to the pre owners of the DG.
It also shows that sales of the A-brands are bigger than all sub brands together, so their place in the optics market is dominant and not getting smaller.
Just my 2c.
Jan
pianoman
duck and diver, bobolink and weaver
As someone who has been into astronomy on and off over the years, parents have sometimes asked what would be a suitable cheap telescope to give their child for a present. Unfortunately, there's no reason why poor quality optics should be any more suitable for a child than for an adult, in fact it makes them more difficult to use and the poor results might put them off.
And it makes me wonder about the concept of a "child's" telescope or binocular at all.
But aside from the Swaros, and without mentioning brands specifically, what do people think in general should be the characteristics of a good binocular for a child starting out in the hobby? For me it would be light weight, robustness, easy focus and good eye relief.
And it makes me wonder about the concept of a "child's" telescope or binocular at all.
But aside from the Swaros, and without mentioning brands specifically, what do people think in general should be the characteristics of a good binocular for a child starting out in the hobby? For me it would be light weight, robustness, easy focus and good eye relief.
Sounds like good news to me! But:
Is that not just the reality for an up-market optics store in Western Europe? I would imagine globally (including large countries like India, Brazil etc) things look quite different.
dalat
...
My feeling is also that the premium market - although a niche in overall numbers - is not shrinking but increasing. It also seems to be are rather profitable niche. For example Leica just announced a record year in terms of profits, and records apparently include sports optics.
Anyway, back to the topic: even though I agree that specs and price of Swaro's junior bin are not fully convincing, I still find it commendable that Swaro contributes to a greater offer of binoculars suitable to kids. The typical kids bin is one of those colorful but crappy plastic thingies which certainly do kill off any desire of kids to look through a binocular. We need more real bins for kids.
Anyway, back to the topic: even though I agree that specs and price of Swaro's junior bin are not fully convincing, I still find it commendable that Swaro contributes to a greater offer of binoculars suitable to kids. The typical kids bin is one of those colorful but crappy plastic thingies which certainly do kill off any desire of kids to look through a binocular. We need more real bins for kids.
I can see a (rich) grandparent splashing out on these a present for a nature loving 9-year grandchild but for that money I would expect some longevity. A well made pair of binoculars can be usable for many decades. I can't see a grandchild wanting to use these when they are are 15 let alone 25.
jan van daalen
Well-known member
You are absolutely right, but........ we live in Western Europe and the biggest market fot them is Europe and the USA.
Having said that, the market in the rest of the world is growing for the A-brands. It is not big but growing. Asia is getting much bigger.
jan van daalen
Well-known member
Try to see it from this side:
This bin is the kids first bin, which is built to be used for their kids as time passes in all nostalgia and emotion. For them the name Swarovski will stick forever in their memory and their next (adult) bin will be a......?
Right.
Own the youth and you own the future.
