Went back and re-read this entire thread - a lot of great information here. It’s pretty clear that as a company Nikon hasn’t landed on its feet in relation to branding. As many have already pointed out their capability to produce Alpha Class optics is unquestioned. But their lack of effective marketing, branding, and customer support have really hurt their entire line of sport optics. In fact, almost every time I read a thread where someone is considering a Nikon product poor customer support is often discussed.
Years ago, I remember being very interested in the EDG and checked them out. The view was exceptionally sharp, and there were few (if any) optically better roofs available. But to me the ergonomics (outside of the outstanding focus) weren’t good. The housing appeared very “pedestrian” in relation to the class of the optic. The armor didn’t feel good, the highly-reflective badging was a huge turn-off, they really didn’t handle all that well. They just didn’t wow with apparent build quality the way a new Leica or Swarovski does. So, they delivered optically, but lacked the cache or even faux cache of a premium brand.
Then came the Nikon Monarch HGs. To me, as a complete package, they are a better overall birding binocular (in the 42mm configuration). Optically, they are at the top-end of their price point - very crisp, expansive FOV, good depth of field, and neutral colors. In the 42mm configuration they handle much more like a 32mm - very light (23.5oz), and are a very easy all-day carry. The accessories are a bit less than first class, but the overall package is a fantastic daily birding binocular. With my SLCs currently at SONA for focuser work, I’ve been using them as my primary birding glass and they have simply been a joy. At the under $1k street price they appeared to be perfectly targeted. But again, Nikon badly messed up branding/marketing. As the current flagship, Monarch HGs also suffer from endless comparisons to the EDG optics. Admittedly, the EDG are a bit sharper but they also cost over twice as much, and the HGs optics are no slouch. IMO, they can only be surpassed by a true alpha.
Lumping the new HGs in the Monarch line was the first disaster. Overall, the Monarchs are a budget line of mostly MIC binoculars and the HGs really have no place there. Combined with Nikon’s reputation for less than stellar customer service and recent withdrawal from other lines of sport optics (rifle scopes, etc) it certainly does not inspire consumer confidence or brand cache. The good news is I’ve owned a number of Nikon products and outside of a rangefinder that was challenged to cut through mist, all have been solid as a rock. So, I’ll go on loving the Monarch HGs and silently hope that Nikon eventually gets healthy enough to once again produce a true premium sport optic binocular. If/when they do, I’m confident it will once again be something pretty special.
nikonrumors.com
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