The Future of ZEISS Hunting & Nature

Oberkochen, Germany | 5 June 2025 | ZEISS Photonics & Optics

At ZEISS, we are committed to innovation, precision, and the creation of products that impress hunters, birders and anyone who appreciates exceptional equipment for nature observation. For 150 years, we have been shaping the market for hunting and nature observation and continuously developing new products and technologies.

Our plans include new and exciting developments which rely on improvements to our strategies and processes. For this reason, we have taken the decision to phase out production of optics at our manufacturing site in Wetzlar, Germany, allowing us to focus on delivering products and services for the future of the hunting and nature sectors.

Our industry is undergoing a permanent shift towards digital optics, with an increasing significance of trail cameras in the market, while analogue optics will maintain a stable share in the premium and mid-range segments. Innovation in all relevant segments is at the core of our strategy. We will continue to support the success of our customers with ZEISS products and offerings, providing a unique experience for hunting and nature enthusiasts worldwide.

Are we and will we remain passionately committed to Hunting & Nature? Yes. Our plans aim to strengthen ZEISS's position in relevant market segments. In the future, we will continue to invest in the markets for hunting, birding, and nature observation, and expand our portfolio with innovative offerings.

Since 2023, following the acquisition of Ventrade GmbH, we have successfully built the new segment with ZEISS trail cameras, including an app and community. In close collaboration with partners and retailers, we have given fresh impetus to this segment in Europe and are experiencing strong, dynamic growth here. The binocular series Conquest and SFL have been renewed and launched with enhanced performance in 2024/25. These are just selected examples of our ongoing commitment.

We will continue the production of analogue premium optics in Wetzlar in the usual manner until the end of 2026. Service, logistics, and quality management will remain at our Wetzlar location going forward. ZEISS products will continue to be available, and we are working on the continuous renewal of our product portfolio.

And in the future, we will continue to ensure the high ZEISS quality for all products through close collaboration with our supplier network. Our focus, as with other ZEISS products, is on innovation, investment in research, development, design, concept, and marketing, as well as quality assurance and service. This will not change the optical quality and the uniqueness of ZEISS products as you know them.

We are excited for this new stage and focus, which will allow ZEISS even more opportunities for product innovation for our audience.

As usual, we will keep you updated with news and new products directly through our newsroom.