PRESS RELEASE
Swarovski-Optik AG & Co KG.
Absam, January 8, 2024

AX Visio – Beyond Seeing
SWAROVSKI OPTIK launches the world’s first smart binoculars
To mark the company’s 75th anniversary, SWAROVSKI OPTIK, the world-leading sports optics manufacturer,
is beginning 2024 with a technological sensation. The AX Visio are the world’s first AI-supported binoculars
and a perfect symbiosis of high-performance analog long-range optics and digital intelligence. At the touchof a button, they assist with the identification of birds and other creatures, allow discoveries to be shared,
and offer a wide range of practical extra functions. The world-famous industrial designer Marc Newson is
responsible for the design. With these binoculars, SWAROVSKI OPTIK is introducing the future of natureobservation. The official launch of the AX Visio will take place on January 8, 2024 at the CES in Las Vegas,
the world's largest event for digital technologies. From February 1, 2024, the AX Visio will be available fromselected retailers and online at swarovskioptik.com.
“In the seven decades of our existence, we have developed a deep understanding of our consumers’
requirements in the hunting, birdwatching, and outdoor target groups. We leverage our know-how andcutting-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.
Observe – Identify – Discover
The AX Visio 10x32 adds new dimensions to natural experiences with numerous functions: intelligent
technology combined with high-precision analog optics in SWAROVISION quality assist with real-time
identification of more than 9,000 birds and other wildlife. The integrated camera captures photos andvideos. These can then be immediately managed and shared with a connected smartphone using theassociated SWAROVSKI OPTIK Outdoor App. The “Share discoveries” function is another exciting
development that allows users to guide another person to the observed object using arrow markers in thedisplay. “The AX Visio’s added value for users consists of a real viewing experience that is enhanced withdigital input”, emphasized Andreas Gerk, Chief Technology and Operations Officer at SWAROVSKI OPTIK.
Smart and sustainable
Around five years have been invested in the development and construction of the AX Visio. The result isbinoculars consisting of approximately 390 hardware parts. The intelligent core of the AX Visio is its
integrated operating and object-recognition system. A Neural Processing Unit (NPU) ensures exceptionally
fast processing of relevant information for object recognition. The SWAROVSKI OPTIK Outdoor App allows
users to manage and share images. All device settings and future updates are also carried out in the app.
The AX Visio concept ensures a product life cycle for the device over many years. “The analog componentsof 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 regularsystem and function updates. An open programming interface gives creative external providers theopportunity to expand the AX Visio with new functionalities. Our aim is to promote an innovative systemthat continuously develops and meets users’ needs for enhanced vision and more information as effectively
as possible”, continued Andreas Gerk.

Made by SWAROVSKI OPTIKThe AX Visio is produced with a very high degree of vertical integration at SWAROVSKI OPTIK's main site in
Absam, Austria. For CEO Stefan Schwarz, this is an important USP: "We can draw on 75 years of experienceand expertise in the development and production of high-precision sport optics. We combine this knowhow and our expertise in the field of electronics with digital intelligence at our production site in the heartof Europe to create a new, pioneering product. The AX Visio is not only a flagship project with which we aredemonstrating SWAROVSKI OPTIK's technological leadership in the sport optics market, but it also marks
the beginning of a new technological era for us.
Design by Marc Newson
The distinctive design for the AX Visio binoculars was created by Marc Newson, a world-famous industrial
designer, in collaboration with SWAROVSKI OPTIK. His key priorities included ensuring a modern
appearance and intuitive handling for the smart binoculars, combined with an ergonomic design that feels
comfortable to hold. Following on from the CL Curio, the AX Visio are now the second SWAROVSKI OPTIK
binoculars to owe their perfect form to the Australian-born designer.
More information about the AX Visio: https://swarop.tk/jd5
High-resolution picture material:

https://mam.swarovski.com/pinaccess/showpin.do?pinCode=POzMjwzO4NAG

The world belongs to those who can see beauty.
Experience the moment!
SEE THE UNSEEN.
SWAROVSKIOPTIK.COM
About SWAROVSKI OPTIKSWAROVSKI OPTIK, headquartered in Absam, Tyrol, is part of the Swarovski group of companies. Founded in 1949, the Austriancompany specializes in the development and manufacturing of long-range optical instruments of the highest precision in thepremium segment of the market. The binoculars, spotting scopes, rifle scopes, and optronic instruments are products of choice fordemanding users. The company’s success is based on its innovative strength, the quality and intrinsic value of its products, andtheir functional and esthetic design. The appreciation of nature is an essential part of its company philosophy and is reflected
commendably in its environment-friendly production and its long-term commitment to selected nature conservation projects. The
turnover in 2022 was 216.4 million euros (2021: 210.4 million euros), with an export ratio of 90%. The company has over 1,000
employees worldwide.

About Marc Newson

Marc Newson has been described as one of the most influential designers of his generation. Born in Sydney, Australia, he has lived
and worked in Japan, France, and the United Kingdom, where he currently resides. He has worked with brands such as Ferrari,Apple and Louis Vuitton and is responsible for some of the most iconic contemporary design pieces. Marc Newson has received
numerous awards and accolades, including a CBE by Her Majesty Queen Elizabeth II.

Information
Dean Capuano
Swarovski Optik North America Ltd.
Director of Communications

Kathrin Puelacher
Swarovski-Optik AG & Co KG. Austria
PR Manager

Cell phone: +14014654318
Email: dean.capuano@swarovskioptik.com

Cell phone: +43 664 625 58 68
kathrin.puelacher@swarovskioptik.com
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