Marc Newson, the designer behind the Apple Watch, has teamed up with Swarovski to create the world’s first smart binoculars. The device uses AI to identify over 9,000 species of birds and animals at the touch of a button.

Some of the most rewarding birdwatching experiences are those for which you work the hardest. Birdwatching, as we know, stimulates the brain, hones your senses, and necessitates observing little details. With a contraption like the Swarovski AI binoculars, the hobby (read: passion) as we know it will be forever changed, though still fun. You’ll come to remember the names and habitats of many species, not relying on your intelligence but on digital intelligence. Unveiled at CES 2024, the AX VISIO is the world’s first AI-supported binoculars by Swarovski Optik, in collaboration with Marc Newson, the designer behind the Apple Watch.


The super-smart AX Visio binoculars are equipped with artificial intelligence and can identify 9,000 bird and animal species. These avant-garde AI binoculars include long-range analog optics and a real-time identification system that instantly provides details about birds and other wildlife species. They not only identify but also capture photos and videos that can be saved or shared via a smartphone using the Swarovski Optik Outdoor App. According to Designboom, Swarovski Optik stated that this app has a ‘Shared Discoveries’ function, allowing other users to guide people to the observed object using arrow markers in the display.

The incredible AX Visio, which was five years in the making, marks Swarovski Optik’s 75th anniversary and is a real gift for mainly birdwatchers and hunters. ‘The AX Visio’s added value for users consists of a real viewing experience that is enhanced with digital input,’ said Swarovski Optik chief technology and operations officer Andreas Gerk. Designer Marc Newson shared, ‘It’s rare for a designer to work on something that is the first product within a category, which is naturally exciting and, suffice to say, challenging,’ said Newson.

‘Binoculars are traditionally solely analog objects, which, while compelling and future-proof, are essentially bi-dimensional.’ He added, ‘The AX Visio belongs to a different typology, one that is totally new in the combination of optics and technology. Similar to a modern camera, they are optical, electronic, and digital. I wanted them to feel approachable and usable. The inclination when designing high-performance items tends to make them purposefully complex, and I was hoping to create something that was the opposite — intuitive and inviting.’ Newson continued, ‘The three-scope construction is an obvious visual departure from other binoculars, encompassing the solid hinge and bridge detail, joining the dots between the three lenses. This structure took a significant amount of time to rationalize — and manufacturing expertise to realize.’