SHOT Show 2025 Preview: Key Optics Brands to Watch

The countdown to SHOT Show 2025 is on, and as the event draws closer, I’m diving into what I anticipate will be a truly exciting showcase for binocular and optics enthusiasts. With hundreds of exhibitors set to attend, the buzz surrounding new products and advancements is growing louder. Here’s a preview of the brands and innovations I’ll be looking out for as I prepare to hit the event floor in Las Vegas from January 21–24, 2025.

Brands to Watch at SHOT Show 2025

The SHOT Show is renowned for attracting the biggest names in optics, and this year is certainly going to be no exception. So following on from my previous post, BBR at SHOT Show 2025: What to Expect and Why It Matters – Here are some of the standout companies I’ll be paying close attention to:

Alpen / Bresser

Alpen Optics and Bresser Optics share a unique relationship as part of the Bresser Group, combining their expertise to deliver high-quality and reliable optics for outdoor enthusiasts. Alpen, originally an American brand known for its Apex and Wings ED binoculars, now operates under the Bresser umbrella, benefiting from its German engineering influence and global reach. This partnership ensures a blend of American ingenuity and European precision.

At SHOT Show 2025, I’ll be visiting them both (I believe they may share a stand) to explore the latest advancements from both brands. I’m particularly keen to see if they unveil updates to Alpen’s Apex series or Bresser’s Condor and Pirsch ED binocular lines, which are known for their excellent value and performance. Additionally, with Bresser’s experience in astronomy and microscopes, they might surprise us with multi-functional or crossover optical innovations.

Barska Optics

• What They’re Known For: Barska is renowned for its extensive range of optics, from binoculars and spotting scopes to tactical and hunting gear. They are particularly appreciated for providing affordable, versatile options for various outdoor and tactical applications.
• What to Expect: At SHOT Show 2025, I’ll be looking for potential updates to Barska’s popular Blackhawk or Level series binoculars, both of which are designed to handle rugged outdoor conditions. Additionally, their spotting scopes and tactical riflescopes might feature enhancements in lens coatings, build quality, and durability. Barska often surprises with unique product lines like portable safes or high-tech accessories, so it’ll be exciting to see if they unveil any innovative hybrid optics or multifunctional tools this year.

Bushnell

• What They’re Known For: Affordable, versatile binoculars for outdoor enthusiasts and birdwatchers.
• What to Expect: Updates to their Forge or Engage series, possibly with improved coatings, lighter builds, or integrated rangefinding capabilities.

German Precision Optics (GPO)

• What They’re Known For: GPO combines German engineering with modern manufacturing techniques to produce high-quality optics at competitive prices. Their binoculars and riflescopes are recognized for exceptional clarity, durability, and value.
• What to Expect: At SHOT Show 2025, I’m looking forward to potential updates to GPO’s Passion HD or Passion ED binocular lines, which have been praised for their optical performance and ergonomic designs. GPO’s riflescopes, especially their SPECTRA series, might also see enhancements, with rumours suggesting improvements in lens coatings and reticle options. Their focus on delivering premium optics at mid-range pricing continues to set them apart, so I’ll be on the lookout for new releases that further solidify this reputation.

Hawke Sport Optics

I believe Hawke Sport Optics will also be present at SHOT Show 2025. Known for their versatile range of high-performance optics and excellent value for money within each price category. Hawke has a wide range and so as well as general use, they also cater to hunters, shooters, birders, travellers and more. Keep an eye out for potential innovations in their Frontier or Endurance series, as well as any new developments in rangefinding technology.

Kite Optics

• What They’re Known For: Precision-engineered optics and now cutting-edge image stabilisation technology.
• What to Expect: Their class-leading image stabilization binoculars are sure to attract attention, offering unparalleled stability and clarity for demanding users. I’ll be interested to see if they have any new advancements to show off this year.

I have it on good authority that Kite Optics will showcase the world’s first image-stabilized spotting scope! So far what I know is it has a 60mm lens and comes with a 17-35x variable magnification eyepiece, Li-Ion rechargeable battery, and is said to weigh about 1250 grams. Exciting and I can’t wait to try it out and share my findings with you.

Leupold & Stevens

• What They’re Known For: American-made optics with a focus on durability and precision.
• What to Expect: New BX-series binoculars or lightweight models for hunters, alongside potential advancements in thermal and night vision.

Maven Optics

• What They’re Known For: Customizable, high-quality optics at competitive prices.
• What to Expect: New customizable designs or expansions to their C and B series.

SIG Sauer Electro-Optics

• What They’re Known For: Tactical and hunting optics with cutting-edge technology.
• What to Expect: Updates to their Zulu series binoculars, with potential Bluetooth or ballistic data integrations.

Swarovski Optik

• What They’re Known For: Ultra-premium optics with unmatched clarity and build quality.
• What to Expect: Rumors suggest a possible lightweight hunting binocular or groundbreaking design in their EL or NL Pure lines.

Steiner Optics

• What They’re Known For: Rugged military-grade binoculars and marine optics.
• What to Expect: New military-grade binoculars and advanced thermal imaging options.

Vortex Optics

• What They’re Known For: High-quality binoculars, spotting scopes, and rifle scopes for hunting and tactical use.
• What to Expect: Updates to their popular Razor UHD or Diamondback HD series, and possibly new rangefinder binoculars or advancements in low-light performance technology.

Zeiss Sports Optics

• What They’re Known For: Premium optics with exceptional glass quality and innovation.
• What to Expect: Potential upgrades to their Victory SF or Conquest HD series, and perhaps an expansion into thermal or hybrid optics.

Thermal Imaging Leaders

• FLIR Systems and Guide Sensmart are likely to showcase handheld thermal binoculars and scopes with improved resolution and detection ranges.

Accessories Brands

• Following hot on the heals of KUIU who just introduced their KUIU PRO G3 Bino Harness with Rail-Lock Accessory Connection System, I expect to see companies like Badlands Gear and Outdoorsmans are expected to feature innovative harnesses, tripods, and cleaning kits tailored for binoculars and spotting scopes.

Exciting Rumors to Watch For

On top of the confirmed exhibitors, I’ve heard whispers about a very interesting product debut that I will certainly be checking out:

Kite Optics may be showcasing the world’s first stabilized spotting scope! So far what I know is it has a 60mm lens and comes with a 17-35x variable magnification eyepiece, Li-Ion rechargeable battery, and is said to weigh about 1250 grams.

If this turns out to be true, it could revolutionize the way spotting scopes are used in the field, offering highly magnified views and stability without the need for a tripod!

What You Can Expect from My Coverage

At SHOT Show 2025, I’ll be your eyes and ears, delivering:

• Live Social Media Updates: Follow me on Instagram, Twitter, and Facebook for real-time photos, videos, and insights straight from the event floor.
• Daily Blog Recaps: Each evening, I’ll publish detailed summaries of the day’s highlights, focusing on standout products and innovative technologies.
• Exclusive Reviews: As I test and analyze the latest gear, you’ll get the first look at which optics are worth your attention.

Calling All Brands: Let’s Collaborate!

If you’re an exhibitor at SHOT Show 2025, I want to hear from you! Here’s how we can work together to showcase your products:

• Product Demonstrations: Let me experience your latest innovations firsthand and share them with the BBR audience.
• Interviews and Insights: Dive into the inspiration, technology, and craftsmanship behind your products in a detailed discussion.
• Stand Features: Have something special planned for your exhibit? Let me know, and I’ll make sure it gets the spotlight in my coverage.

Reach out via email or direct message me on social media to arrange a meeting or demonstration. Let’s work together to make SHOT Show 2025 an event to remember for optics enthusiasts everywhere!

What You Can Do

I want YOU to be part of this journey. Here’s how you can get involved:

• Suggest Products or Brands: Have a product or company you’re curious about? Send me your suggestions, and I’ll prioritize them during my coverage.
• Engage with Me in Real-Time: Follow my live updates on social media, participate in polls, and share your thoughts and questions.
• Subscribe for Updates: Sign up for my newsletter to get exclusive insights and detailed reviews directly in your inbox.
• Use the hashtag #BBRatSHOT2025 to get my attention – I will be checking it regularly.

Follow along as I explore the now and future of optics at SHOT Show 2025. See you in Las Vegas from January 21–24, 2025!