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11 January 2024

Tyrol Insight: From amateur to expert in bird watching through digital technology. Swarovski Optik continued its collaboration with Marc Newson for the world's first AI-powered binoculars.

Swarovski's AX Visio AI-powered binoculars, which can identify more than 9,000 species of birds and other wildlife around the world, are already one of the highlights of the ongoing CES (Consumer Electronic Show), taking place January 9-12 in Las Vegas. Just in time for the start of the CES, the binoculars designed by Marc Newson were presented to the press. The AX Visio marks the 75th anniversary of Swarovski Optik, which was founded in 1949 and is headquartered in Absam, Tyrol. It's the first time Swarovski Optik has exhibited at CES. The new binoculars, designed by renowned industrial designer Marc Newson, combine analog long-distance optics with digital intelligence that provides knowledge by identifying wildlife in real time. The designer focused on a modern appearance and intuitive handling for the binoculars, and combined this with an ergonomic design that feels comfortable to hold.

When Stefan Schwarz, CEO of Swarovski Optik, was recently asked at CES if the new products would change user behavior, he said that the viewer would go from being an amateur to an expert seamlessly (video). Bird data includes not only static information such as color, but also flight patterns. Photos and videos taken with the integrated camera can be shared via the Swarovski Optik Outdoor smartphone app. The product life cycle will be extended through future updates and third-party extensions.

Images, from left: Australian-born Marc Newson holds the AX Visio binoculars, the second binoculars he designed for Swarovski Optik. The first was the CL Curio, which was launched in 2021. Photo: © Andre Schönherr. Right: Swarovski Optik's AX Visio binoculars were launched at CES 2024 in Las Vegas. It is announced that the Austrian-made AX Visio will be available from February 1, 2024 at selected retailers worldwide and online at Photo: Fuchs & Vogel Media GmbH. / © Swarovski Optik.

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