The Swarovision are finally being advertised here now for ~295,000 yen. That is 900% more expensive than the Swift Audubon 8x5x44mm ED! Anyone wanna bet their respective materials costs ex labor are nearly identical?,
Rick,
I hope you're wrong about the Swarovision materials costing the same as the Swift 820 ED, because for a flagship bin, I found the construction of the 820 Swift was pretty shoddy and the eyecups were not only very uncomfortable, but cheaply made.
Some paint peeled off on my sample and the focus bridge flexed. The black color on the focus rack and on the frame where different colors - matte and gloss, respectively.
On the non-ED model (which has a putrid color), the "skin" is so thin, I could see the "skeleton" below it.
The build quality was more like Chinese take out than Shinshu premium beef.
Not up to par with Nikon's Japanese made bins, IMO, even though the price of the ED model is about the same as the Nikon 8x32 SE (except for Amazon's price).
However, the optical quality of the 820s was excellent.
So I don't think you would be wrong to say that the new EL won't be 900% better optically than the Swift ED, it won't, but hopefully it will have a much better build quality than the Swift.
The EL is made in Austria, which has the second highest cost of living in Europe so labor rather than materials might eat up the biggest chunk of the production costs.
I did a parody about this awhile back, which humorously suggested that it's almost as if the Big Three are an optics cartel and got together to fix prices.
I think it's also a safe bet that the materials used in the top four roofs don't all cost the same even though the finished products are selling for mooreorless the same price.
Leica is driving the pricing. The more Leica raises their prices, the more pressured the other three feel to raise their prices too, lest they should be
perceived as not being quite on par.
As I've said, many times, many ways... I think users are getting to the point of diminishing returns, with alpha companies charging more and more for incremental improvements.
As long as there are consumers who dream about the "new and improved" models and have the money to make those dreams come true, they will pay whatever those companies charge.
However, I predict that if the the Big Three (or Four) continue to raise the price of their top bins rather than outsource their manufacture to other countries to help keep prices stable, they will eventually hit a "ceiling" beyond which they are going to see diminishing returns themselves (in terms of sales).
At that point, second tier bins either by those companies or others will become the "premium lines" and the ultra-luxury lines will become the "Rolls Royces" of optics.
We are already beginning to see this happen.
That won't necessarily hurt the European companies any more than Rolls Royce is hurt by Mercedes and Lexus outselling them because they will get more money per sale.
Brockadamus