Retail Q&A: South West Optics are in the hot seat to answer our questions on all things optics, innovation, trends and advice
1 May 2024
By Alex James
By Alex James
Located in Torquay, Devon, South West Optics was established in 1996 by Steve Rogers - an avid birder and optical specialist.
Since Steve's retirement the business has been purchased by 4Wildlife Limited who have a clear vision of becoming one of the leading names in the UK's wildlife scene, catering specifically to the needs of birdwatchers and nature lovers.
We sat down for a cuppa with Andy Kiefer from South West Optics, who kindly gave us some of his time and thoughts...
Bird-Watchers.com: Can you explain your company mission, the background story on South West Optics and your vision for the readers?
Andy Kiefer: Our mission at South West Optics is to be the go-to destination for nature enthusiasts, providing them with the widest range of high-quality optics and expert advice. We aim to empower our customers with the knowledge and tools they need to fully appreciate the beauty of nature. Our product range includes a huge selection of binoculars and spotting scopes, from house hold names to the new players entering the game. We also focus on providing the latest technology new to the birdwatching and nature observation world by offering the widest range of thermal and night vision products currently available from any specialist birding store.
We aspire to inspire a deeper connection with wildlife through exceptional optics and expert guidance. Our goal is to become the leading name in the UK’s wildlife and birdwatching scene, focusing on meeting the unique requirements of birdwatchers and nature enthusiasts. South West Optics is dedicated to preserving the natural world, actively supporting wildlife charities like the Cornwall Wildlife Trust, and fostering connections that reinforce our commitment to conservation and sustainability. Our contributions extend beyond donations, as we strive to inspire both current and future generations to cherish and protect our planet’s rich biodiversity.
Bird-Watchers.com: Which brands in your opinion are really pushing the boundaries in terms of optical performance and service levels?
Andy Kiefer: Swarovski Optik is an established and trusted brand synonymous with precision, quality, and innovation. They employ state-of-the-art technology, scientific research, and precise manufacturing processes to advance lens coatings, glass types, image stabilization systems, and ergonomic designs. Swarovski’s recent release, the AX Visio, combines digital intelligence and high-performance sport optics, leading the way in optical innovation and technology.
Zeiss’ commitment to superior glass quality forms the core of their optical excellence. Using high-quality glass materials in their lenses, they deliver exceptional clarity, sharpness and colour accuracy. The company’s entry into thermal imaging builds upon their longstanding experience in optics to provide innovative thermal imaging solutions for bird watchers and nature enthusiasts alike.
HIKMICRO are rapidly establishing themselves as a formidable player in the thermal imaging and night vision for wildlife observation sector. Renowned for their impressive performance, HIKMICRO’s products demonstrate their commitment to innovation and quality. The brand offers a diverse range of equipment, including thermal cameras, night vision devices, and hybrid options, catering to various applications from nature observation and conservation to security and veterinary uses. Their cutting-edge devices are designed to enhance visibility and perception in challenging conditions, making them a go-to choice for professionals and enthusiasts seeking cutting-edge thermal imaging technology.
Vortex Optics stand out in the industry for their rugged and reliable optical equipment. Tailored for birdwatchers and outdoor enthusiasts, their binoculars and scopes are designed to withstand the rigours of nature while providing clear and precise views. What truly sets Vortex apart is their unparalleled warranty, widely recognized as industry leading. This commitment to customer satisfaction reflects their confidence in the durability and performance of their products, making Vortex a well-trusted name.
Opticron are known for providing high-quality optics that are accessible to wildlife watchers and hobbyists alike. Their commitment to innovation and customer satisfaction is reflected not only in their extensive product range and robust warranties but also in their competitive pricing. This combination makes Opticron a trusted brand for reliable and cost-effective optical solutions.
Bird-Watchers.com: Who do you believe are your biggest competitors? How do you differ from them?
Andy Kiefer: Our main competitors are other optics retailers, both online and in brick-and-mortar premises. South West Optics stands out amongst the crowd because of our specialisation; we focus exclusively on serving birdwatchers and nature enthusiasts, whereas some other optics retailers market to a broader audience with differing applications. We also specialise in providing thermal products to the nature observation and wildlife conservation world with our wide range of HIKMICRO optics and imagers.
With over 75 combined years of experience in the optics industry, our knowledgeable team provide personalised advice tailored to our customers’ needs. Both online and in-store, we provide guidance through key features, we offer reliable after-sale support, we deliver informative demonstrations and we facilitate a hands on experience through our South West Optics Promise (S.W.O.P.). We know that choosing the right optic is not an easy task and we will never leave a customer with an optic that is not right for their requirements. Our 60 day S.W.O.P. means the risk of buying the wrong optic is a thing of the past! We will swap out any optic purchased from us within 60 days of the purchase and exchange it for another brand, size, style as appropriate. The S.W.O.P. has been designed for customers to fully evaluate their purchase for a period of 60 days to ensure it fully meets their requirements, whether buying online or in store.
Our main product groups-binoculars, thermals, spotting scopes and monoculars- offer a diverse range of optical solutions. We understand that each wildlife enthusiast has unique needs, whether observing birds in their natural habitat or tracking wildlife on a safari for conservation and research. By recognizing that dierent settings require specialized optics, we ensure that our customers find the perfect match for their birdwatching and nature adventures.
Bird-Watchers.com: Can you list the top 5 essentials you would pack in your bag for a wildlife watching tour?
- Binoculars: Binoculars are essential for observing wildlife from a distance. 10x42 magnification provides good balance between zoom and field of view.
- Compact spotting scope or travel scope: Spotting scopes are great for getting detailed views of distant animals. A compact or travel scope is a smart choice for portability.
- Field guide: A field guide helps you identify different species of animals, birds, and plants. Choose one specific to the region you’ll be exploring.
- Thermal monocular: A thermal monocular allows you to spot animals in low light conditions or dense foliage as it detects heat signatures. It can also be very useful for scanning an area to see if wildlife is present before setting up your spot.
- Tripod: Essential for stabilising your binoculars or spotting scope. A sturdy tripod ensures steady views and reduces hand fatigue during prolonged use.
- *Bonus essential: Snacks and water! Stay hydrated and energised during your wildlife adventures.
Bird-Watchers.com: Any advice to someone starting out in birding or wildlife watching?
Andy Kiefer: To begin with, learn about common bird species and familiarize yourself with their appearance, calls and behaviours. Birds can look different in breeding and winter plumages therefore having a good knowledge of this is an excellent starting point. Learning different bird calls is also beneficial as you will often hear a bird before you see it. Once you are familiar with those species calls, the more uncommon and rare birds will stand out.
After learning common species, calls and behaviours, it would be advisable to invest in a thermal device early. You could jump start your wildlife observation or birding adventures with a thermal monocular, for example, to use for scanning an area to detect birds and wildlife quickly after you have heard a specific call and want to locate the animal. The images and footage you collect can also be studied long after you have returned home, aiding identification and understanding of that particular species.
A pivotal piece of advice for beginners is to observe and practise fieldcraft and the birdwatchers’ code. Early understanding of fieldcraft and the birdwatchers’ code gives you the foundation of respect for wildlife and responsible behaviour, ensuring that you contribute positively to the natural environment and the well-being of precious animals.
Connecting with other birders, communities and clubs can provide you with valuable insights, opportunities for knowledge sharing and technical advice. Finally, just enjoy the experience. It isn’t just about ticking off rare species or having a wide selection of digiscoped images from exotic locations - savour every moment and embrace the journey.
Bird-Watchers.com: What do you think are the biggest challenges the optics industry will face in the next 5 years?
Andy Kiefer: A big challenge will be getting birders and wildlife watchers out of their comfort zone and educating them on the rapid technological advancements and benefits between classic optical products and moving over to digitalization like smart optics.
It is also critical to address environmental concerns and make a positive impact on the environment by using sustainable and eco-friendly materials.
Global events may disrupt supply chains and have a negative effect on production and distribution. At South West Optics, we’ve established a robust network of suppliers to maintain a consistent supply of quality products in any eventuality.
In any market, changing consumer preferences dictate and disrupt industries. In response to consumer demand, manufacturers are prioritizing lightweight, eco-friendly designs with advanced features for optimal birdwatching and nature observation experiences, including specialist optics designed for specific activities. For example, marine binoculars are built to withstand harsh sea conditions while compact binoculars are perfectly designed for on-the-go adventures. Consumer preferences will continue to change and broaden, having an impact on the optics industry.
Bird-Watchers.com: What is the most innovative product or service you’ve seen in wildlife watching?
Andy Kiefer: Smart binoculars, equipped with features like image stabilisation and built-in guides, ensure enhanced clarity and stability, facilitating wildlife observation across diverse environments. A notable example is the Swarovski AX Visio, specifically designed for bird guides, featuring a distinctive marker-setting function that effortlessly directs users to spotted birds. These smart binoculars simplify birdwatching, streamlining the sharing of discoveries and knowledge.
Thermal technology is also gaining prominence, enabling wildlife detection in low-light conditions and expanding wildlife watching opportunities across diverse environments. Anticipated for release in July, the HIKMICRO Habrok 4K LRF promises to revolutionise wildlife observation with advanced thermal digital binocular technology. With a mid- resolution thermal sensor (256x192) and 4K digital camera, users can capture detailed images and videos of wildlife directly on your smartphone at only £1.299.95.
Sustainability is a key focus in wildlife observation equipment, with companies like Swarovski Optik utilising eco-friendly materials in their products.
Moreover, virtual reality wildlife tours provide immersive experiences from the comfort of home, allowing exploration of wildlife habitats and ecosystems- maybe even as preparation before going on an actual trip to the location.
What are the most helpful technological platforms and tools you have used for wildlife watching? Mobile applications designed for bird identification, like Merlin Bird ID, are full of information and offer everything from visual guides to audio snippets to help pinpoint the identity bird species. They are particularly helpful when encountering a rare feathered friend or needing to confirm a sighting. There are also apps that not only allow enthusiasts to log their sightings but also contribute to a global database that aids ornithological research.
The sense of community among birdwatchers has also been bolstered by the internet. Online forums and social media groups have become vibrant spaces for sharing experiences and knowledge. For those who venture deeper into the wild, GPS devices have become invaluable. They help mark trails, track routes, and ensure that even in the most remote locations, birdwatchers can find their way. Thermal imaging technology has opened up new possibilities, especially for spotting nocturnal or camouflaged creatures. These devices detect heat signatures, revealing the presence of animals that might otherwise go unnoticed. Also useful in conservation and research, they allow the user to observe wildlife without disturbing their natural behaviours. An example of this could be using a thermal monocular to detect if a bird box is inhabited without getting close to it or physically looking inside.
High-quality glass and design improvements have led to binoculars and scopes that are not only more powerful but also lighter and easier to handle. This means birdwatchers can enjoy longer sessions without fatigue while also experiencing crisp and vivid views of wildlife. Travel scopes, such as the Swarovski Optik ATC 17-40x56, epitomises the blend of portability and power. They offer high magnification in a compact form, making them perfect for birdwatchers on the move.
📦 Website: www.swoptics.co.uk
📞 Contact: 01872 263444
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