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Meet the Entrepreneurs Who Set Their Sights on Bringing Quality Binoculars to the U.S.

This story appears in the October 2015 issue of Start Up.

For most people, cheap will do just fine for watching a ballgame, catching a glimpse of Springsteen from the back row or getting a peek at the neighbor’s begonias. 

Steven Brutger
Birdwatching along Montana’s Smith River.

But there’s a subset of hobbyists -- including hunters, birdwatchers and stargazers -- for whom top-of-the-line binoculars are essential. In fact, they’re willing to pay up to $2,500 to get them. So when it comes to purchasing those nitrogen-purged, electrophoretic-coated, phase-corrected, rubber-armored devices, the choice is clear: Order a pair from one of Europe’s big-three manufacturers -- Swarovski Optik, Leica and Zeiss -- which have set and held the standard for optics since before World War II.

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