Vortex Optics Opinions Please!

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5
Hey guys, I am new to the forum. I live in Northern Utah and do a lot of hunting in Utah, Wyoming and Idaho. I am a student at USU and am doing a project for a marketing class. I chose to do it on Vortex Optics and I am looking for as many opinions on their products as I can get. I was hoping to get a thread started and get some good information from some seasoned veterans.

Thanks!
 
I have and still do own Vortex products . They are worth exactly what you pay for them , not top of the line , but not complete junk either .
 
Hi there- I'm in the marketing advertising field, so I'll respond, just to help you out. My experience is limited to comparisons with other binoculars that Cabela's carries outside their store in moderately overcast skies. I looked at the viper, the nikon monarch 7, the cabbala's euros, and the vortex kaibabs.

My opinion- from what my eyes saw was that the Vortex weren't bad. That said, they weren't great, either. The nikons looked sharper to me, and the color seemed more true to the way my eyes naturally see color. I have no idea if that makes any sense. Then I looked through the euro's, and I decided immediately that I'd save my money for the euro's. there was no comparison, and the second I looked through them, I said 'wow'.

So, I think that optically, vortex was okay. to be honest, i was a little disappointed because i'd heard so many good things about them. I think that their warranty and the fact that they're made in the U.S. gets them a lot better reviews than what they optically warrant. That's my honest opinion. I'm sure others will have a very different view of Vortex as well. good luck on your project.

WH
 
Vortex optics are made in USA? I'm pretty sure their lower end stuff is made in China and upper end in Japan. Company headquarters are in Wisconsin, though.
 
LAST EDITED ON Apr-13-15 AT 07:07PM (MST)[p]Since its for a marketing class I will play.

Watching vortex optics shoppers is an interesting event.

In my opinion, they are not the frugal consumer. Nor are they extravagant in their purchase.

Like the age old Ford vs Chevy vs Dodge argument, owners of one brand, (regardless of the brand) are fiercely supportive of their product.

I find it most interesting that "top brands" of a few years ago, seem to have been almost completely removed from the discussion.

Brands like Leupold and Nikon used to dominate this market share. However, vortex came along and had a good marketing campaign along with the warranty sales model.
It was almost overnight that they took over the majority of this share of the market.

Guys who wanted a good optic, but were not willing to go overboard and purchase a high end unit, flocked to the company and justified the choice with the warranty.

Oddly enough, Nikon and Leupold lost favor so quickly that when a guy considered buying an optic, he did not bother with looking at the "old" brands.

It was a cheap scope, a vortex, or a high end scope.

This is odd because the price point of the vortex has many offerings. Many very good offerings. One could argue that the other options are better than the vortex offerings.
But then, theres that warranty. Thats the hard thing to beat in that price point.

That warranty sucks you in. It does it so effectively that you find yourself making it the only option on your list.

No one likes one option. You want to feel like you made an informed decision. You want to feel like you chose the best offering.

This is where the brand really gets interesting to watch.
vortex shoppers jump price points.
It seems to have started out as a simple "how good are they?" It has morphed into a war between the guys who paid the price for a high end optic vs the guys who believe the vortex is just as good, with a better warranty, at a cheaper price.

Its gone on and on for years.
One thing I do believe, it will be interesting to watch the future of the company.

As the customer base grows, will they stick with the marketing that got them where they are, or will a new line targeted at the high end market be the next destination?

If they could improve and offer a true high end optic, it would have to be the best optic in the world. According to the vortex fans at least. The mid range offering being so comparable to the high end offerings. A true high end offering would have to be a new frontier in optics.

My opinion, Not interested in owning the brand.
In the price point, I would take a competitors offering.

No matter what my opinion, or yours, the fact is they have hit a marketing gold mine.
The desire to own a quality product, at a price that most can afford, is massive.
Hunters these days want that.
Dangle a warranty in front of them, "cha ching!"

I bet there are people at Leupold kicking themselves right now.

72logo.jpg
 
Thanks for the responses! I totally agree with what was said about Vortex's marketing plan. I have spoken with Mark Boardman, who is over marketing for Vortex, and he seems like a very smart guy. They saw a need in the market, and took full advantage of it. I too am curious to see where they go from here. In order to stay competitive, they need to keep improving and finding products that will compete with the big boys. They also need to find complimentary products that will sell along with their optics. They have started to branch out a little bit. It will be interesting to see where they decide to go with the momentum that they have built up over the last 5 years or so.

For those of you that own Vortex products, what was the ultimate factor in your decision? Was it price, quality, warranty etc? And for those that chose to go with another product, what do you own and why did you choose it?

Thanks!
 
I have a Nomad spotting scope. Great scope and worth every penney I paid for it. Not as good of quality as the compact little Nikon spotting scope I bought later, which cost quite a bit more and worth every penney. They serve different purposes. The Swarovski binos are in a league of their own relative to the others, cost substantially more then the others, and worth every penny.

I bought the Vortex because I didn't have a spotting scope and the price was great. A lot of companies have great warranties. The thing about Vortex is that it is a company that readily honors their warranty, no questions, and right now. There are other companies like that: Leopold and Swarovski have great reputations in this area.

When my son knocked my scope and tripod over and the base of the Nomad at the mount broke, they fixed the scope and had it back in less than a week for something that I didn't consider coverable (neglect) under most warranties.

Great company providing different levels of quality of glass in different price ranges. The best marketing program includes taking good care of the customers.
 
LAST EDITED ON Apr-13-15 AT 10:18PM (MST)[p]The only reason I have some Vortex products is price and warranty. I will not argue that they are any better than other optics in the SAME price range, but there warranty is. I agree Vortex gained in popularity due to their marketing, not from having a superior product. They also gained popularity by filling an area in the optics market that was open. I am willing to bet one of the next products Vortex will release will be Rangefinder binoculars. Why, because Leica, Zeiss and Swarovski all sell them for around $3000 dollars and there is a hole in the market for Rangefinding Binoculars in a cheaper price range. I am telling you Vortex is going to release them and sell them for around $1,700 and they will sell like hot cakes. This is what Vortex does best find a hole in the market and sell them based on there marking, warranty and price.
 
The BEST warrantee is the one you DONT have to use. My bros Vortex spotter broke the first time out.
 
Vortex markets really well but I personally don't feel the 2 set of Vortex binoculars I had were worth the money. I feel the other brands in their price range are better. I ended up sending my first set in twice in the first year and they fixed them under warranty but I did give them up twice for a total of 6 weeks in the first year I had them. I had a back up pair of Monarchs I ended up preferring over my Vortex binocs.
 
Im up at USU too we will need to get together and go scouting sometime! Umm... well you get what you pay for for sure.... when i decided to go back to college i sold my Leica and Swaro Optics to help pay for a little bit of school... Now i have Razor hd 12x50 and Razor hd 85 spotter and a 50 also.... they are good for the price and will work for me until i get done with school and can get Swaro and Leica again.
 
Marketing for sure,Vortex is good.
I got sucked in on a rangefinder.
Nice lite,had functions I needed,etc...turns out it's too small and can't read ranges half the time.

Personally I like my Alpen optics better,Binos and Spotter.
Better quality for less.
Same with Stiener,great quality and deals can be found.

My scopes on rifles are Zeiss and Nikon,affordable quality,great warranties.

Vortex rides hype and their warranty,IMHO. Not Quality from what I've seen.

Any one wanna buy a nice light rangefinder,cheap?
I'm looking for a Leupold,even used one would be better....
 
Thanks again for the input! I too have a variety of brands when it comes to optics. I have been pleased with the Vortex stuff I have, but I agree, it does not compare with some of the higher end stuff. The comments here, echo what I have found in other places. Vortex saw a need and a way to market it, and they have totally capitalized on it. They have made a large impression on the optics world in the last 5 years or so. What do you guys think, will the steam die down, or will they continue to ride it? Do you think they will move toward more high end/expensive stuff, or will they gear their marketing more towards the budget hunter? If you were in charge, what would you do?
 
I think they will continue to make the products they make, they will use viral marketing through their fanboys to hype the product they have beyond their capabilities.

They make a decent product, but the price does not reflect the quality. If you have enough mark up in your product to give away a free one everytime someone breaks one, your paying for alot of warranty with your product.
 
I don't own Vortex and likely never will. I own Swarovski. That being said, this is what I've been told about Vortex and I will admit that I haven't had the need to investigate and confirm it so take it for what it's worth. Vortex optics are pretty similar in quality to other "Asian" optics(Nikon, etc) Pretty good lenses for the pricepoint--but not "German." While Vortex is made in Asia, I have been told that each and every unit is disassembled and reassembled here in the US before going to retailers to ensure that they are assembled properly. They then offer the warranty that some have mentioned sets them apart from some of the other midpoint optics. I owned 2 pairs of Nikon binos which both broke. After the second pair, I returned them. Also owned a Leupold spotter which I sold after I bought a Swaro. I still have some Leupold binos that I use for turkey hunting. No bad things to say about Leupold CS. Nikon--not so much. If I was in the market for a midpoint optic though, I would probably look at Vortex to see what offerings they had in what I was looking for. They're not one of the top 3 but I'd consider them one of the middle 3 and decent glass/construction for the price, along with a good warranty.
 
I am in the construction fiels and interact with a large number of people that are outdoorsman. Hunters mostly. From what I have seen, the younger folks are all over Vortex. Folks with a bit of miles on them, they choose other brands. Maybe not typical, just what I have noticed. I have some miles on me, and I would not even consider a Vortex product. mtmuley
 
I have looked through most vortex optics and many others. My personal opinion is they're very good optically for the price but built cheap. You will end up using their warranty if you use their optics much. Still, I find them hard to beat with the warranty. They are much better than leupold or nikon for the poetics, no question. No where close to swaro or Leica.
 
I am far from a seasoned veteran when it comes to optics. I own 2 sets of vortex binos and just picked up a spotter. I love my binos (haven't had much time to use the spotter)and I have no complaints with their products. Im not saying they are the best or that they can compete with swaro but for the money and my uses for them they fit the bill. You do get what you pay for when it comes to Vortex. I have a set of diamondback 10x42 and they do not compare to other binos twice their price but I felt they were the best price for me in that price range of binos. I have a set of vulture hd 15x56 and I got them because I wanted a set of 15's but didn't have the money to buy a high end set of 15's. I also don't spend enough time behind any of my optics with the exeption of my 10x42 to justify spending alot of money on them. I choose to put my money into other equipment such as my bows.
 
You picked an excellent subject for your marketing study. In my opinion, Vortex has to have one of the best marketing schemes of all time. (Second only to the Obama campaign). Their product is mediocre at best, yet they have created a cult like following who use and promote their product with blind loyalty. Those aren't optics boys, but rose -colored glasses. We're talking Tasco quality optics beating the snot out of the big boys in the industry. I'd buy stock in Vortex, but I wouldn't shoot a Vortex.--------SS
 
That's interesting. I've talked to some guys in the hunting industry who are fanatical about gear and optics and do a LOT of long-range glassing. They seem to think Vortex offers a very good choice for the pricepoint. Why the hate? Sounds like it's something personal.
I do agree with you about the best marketing scheme though. Although, I'm thinking Hillary's is going to take over the second place spot.
 
No hate, just my opinion after comparing many scopes. I don't know about lots of other experts, but my eye sees the Viper PST as being on par with the decent offerings from Tasco, Bushnell, and Burris. I thought the eye box was lacking and the clarity and brightness were average especially for a 20oz 15" 30mm scope.

My respect for Vortex is due to their masterful branding. Huge decals adorn the rear windows of jacked up diesel trucks all over the west. I can count on one hand the Leupold, Nightforce, or any other optics brand that I have seen displayed like this.

Do an experiment sometime. Go to your local sporting goods outlet and pretend that you don't know a thing about optics. Undoubtedly you will be offered Vortex first and hardest. The guy behind the counter loves that Vortex cash. This is pure marketing genius!

Don't get me wrong, these are not "crap" scopes. They are just average in my opinion when compared to other offerings in the same price range. Combine that fact with the long list of bells and whistles plus the warranty and these might be the perfect choice for some shooters. I personally have found other offerings that I prefer.-------SS
 
I own a lot of different types and brands of optics. I have a Zeiss spotter, Leica Geovid binos, Vortex Kaibab big eyes, and scopes from Swarovski, Zeiss, Sightron, Vortex, Leupold, Redfield, Burris, Minox, and others.

Optically, the high end Vortex are very very good. I have compared the Kaibab along side the Swaros and I could not see enough difference to justify double the price, so I went with Vortex. Mechanically they have held up just fine and I have no complaints with them.

I do have a PST rifle scope and it has performed wonderfully. It is working very well mechanically. I have it on a 338 Lapua and it is used to reach out to a mile so it's elevation and windage turret get cranked on a lot and it is very repeatable. The glass is good, but not great compared to high end offerings by others.

A bottom of the line Vortex will be similar to bottom of the line for most other products, sub par. A Leupold Rifleman is not in the same class as the Mark 4. Compare apples to apples.

I purchased a handful of the Vortex Viper riflescopes and they have been very good scopes. Mechanically they have been the most consistent for me. Optically, they do not have high end glass, but it is not bad at all. For me mechanical repeatability is higher on my list than optical clarity, so I am happy with them.

I will agree that their marketing has a lot to do with their success. They talk the talk but they have also backed it up with very good customer service.
 
There are a lot of Vortex stickers around now that you mention it. Most Vortex guys also like to claim that any given optic Vortex makes costing half as much as the Euros is "just as good". mtmuley
 
LAST EDITED ON Apr-26-15 AT 09:29AM (MST)[p]>No hate, just my opinion after
>comparing many scopes. I don't
>know about lots of other
>experts, but my eye sees
>the Viper PST as being
>on par with the decent
>offerings from Tasco, Bushnell, and
>Burris. I thought the eye
>box was lacking and the
>clarity and brightness were average
>especially for a 20oz 15"
>30mm scope.
>
>My respect for Vortex is due
>to their masterful branding. Huge
>decals adorn the rear windows
>of jacked up diesel
>trucks all over the west.
>I can count on one
>hand the Leupold, Nightforce, or
>any other optics brand that
>I have seen displayed like
>this.
>
>Do an experiment sometime. Go to
>your local sporting goods outlet
>and pretend that you don't
>know a thing about optics.
>Undoubtedly you will be offered
>Vortex first and hardest. The
>guy behind the counter loves
>that Vortex cash. This is
>pure marketing genius!
>
>Don't get me wrong, these are
>not "crap" scopes. They are
>just average in my opinion
>when compared to other offerings
>in the same price range.
>Combine that fact with the
>long list of bells and
>whistles plus the warranty and
>these might be the perfect
>choice for some shooters. I
>personally have found other offerings
>that I prefer.-------SS


This is my exp. too. Seems like everyone one wants to sell Vortex and have you put a big sticker in window. Is it just that I see the young guys and sales guys with free promos or a percentage of the ol' sale/piece of the pie type deal.
They make mid- low quality stuff and get lots of hype,IMHO. On par with Cabellas,Alpens,Bushnell,a couple others.
I have not seen a pair of their binos I thought were as good as Ziess,Leica,Swaro,etc.,even Leupold and Nikon,Stiener are better by far.
My Alpens are ....again,MY HO.
Most outfitters/guides or hunters with some bucks and brains go with Swaro,Lieca,Ziess,Leupold. I see a lot of these guys and no big stickers....
I don't see too many giant stickers of these other brands plastered all over.
Sorry for the rant,I'm just so tired of ALL the sales crap these days and folks screwing others for a cut...half the camo/nametag covered folks these days wouldn't last the first mile with most folks I know.
 
Thanks for the opinions! I finished up my paper last night and will submit it today. This discussion went just about like I expected it to. From what I have researched, I have found that although Vortex has decent products, it is not the same level as some of the big boys. Their warranty helps to set them apart a bit, but it all really boils down to marketing. They saw a way to market their products and took full advantage of it. For only being around for just over a decade, they have made huge gains in the market! They really seem to appeal to a certain type of hunter, who is for the most part, in a younger age group. I am very interested to see where this momentum takes them and where they choose to focus their attention and resources!
 
If you're waiting on chinese optics to gain on the big boys you're going to be a disappointed old man.









Stay thirsty my friends
 
Nikon Premier 10x42

I purchased them NIB today for 900.00. They are in my opinion just as nice as Swarovski or Leica. Price ranged 1500.00 to over 2000 if you look. The problem is no one will buy Nikon at that price. I'm very happy and not wishing I had bought any other brand under 1800.00 . Just my opinion and I was happy the sporting goods store made the deal.
 
RE: Nikon Premier 10x42

You're joking, right? The reason no one will pay that much for them is they're Japanese crap. They aren't as good as the top three. Just wait til they start breaking on you.
 
RE: Nikon Premier 10x42

My neighbor has had a pair for several years. Been on Alaska Sheep hunt and never had any problems. I've had Nikon Monarchs and they didn't break either.
 
RE: Nikon Premier 10x42

>You're joking, right? The reason
>no one will pay that
>much for them is they're
>Japanese crap. They aren't
>as good as the top
>three. Just wait til
>they start breaking on you.
>

Actually the premier line from Nikon uses their camera glass (not used in any other models) and they are pretty darned good. I challenge anyone to look through a Kowa Promimar and say all japanese optics are crap.

That being said, the turds in vortex box are for the most part.

Guys spend a lot for a good warranty.
 
RE: Nikon Premier 10x42

Well, people can talk chit but I called Cameraland. He said they are as good as it gets but people don't want to pay that price for Nikon. He encouraged me to buy them at that price (900.00) .
Manesium alloy light frame, very comfortable, the entire FOV is clear and colors are correct. The focus wheel is very quick . I couldn't have found a better deal.
 
RE: Nikon Premier 10x42

I have been researching spotters. Try as I may, there is NO way a vortex is in my future. Kowa is winning so far. Not one of the big three, but way better reviews than anything else that isn't. mtmuley
 
RE: Nikon Premier 10x42

LAST EDITED ON May-22-15 AT 08:31AM (MST)[p]I'm not referring to the glass as much as I was the housing. I had two pair of Monarchs break on me from normal use in the same place. When I spoke to Nikon, it was apparent that it wasn't an uncommon problem but they refused to fix it. The reality is that most people can't tell the difference between high level and medium level glass in the majority of their applications. I couldn't. It wasn't until I started spending hours behind the glass that the difference became more noticeable. There's obviously a market and a use for optics in a more reasonable price range. Personally though, I'll never spend money on Nikon again. Some know-it-alls just have to learn the hard way. Why do you think people won't spend that much for Nikon and why do you think Doug had them deeply discounted?
 
RE: Nikon Premier 10x42

I'm in the camp that in order to sell top end Nikon binocs they are alwayes steeply discounted. The Nikon EDG is world class, but they can't give 'em away at retail prices. As for Cameraland, they are nice enough guys, but they are typical retailers, not hunters....they get paid when the sell something. Not the kind of place I'd go to gather reliable information and bet the farm on.
 
RE: Nikon Premier 10x42

Deer you just bought them and your already telling us there as good as the big three?? Have they been out of the house?
 
RE: Nikon Premier 10x42

The spotter and rifle scopes I have had have been good. Viper HD and Viper PST.

The binocs (Diamondback I think) I bought sucked and continue to suck even after sending them in to be repaired. I couldn't make myself sell to another person just out of good conscience.
 
RE: Nikon Premier 10x42

LAST EDITED ON May-31-15 AT 12:58PM (MST)[p]Anybody that think's that Nikon's premier optics can't hold their own with any glass in the world, is simply ignorant. Probably the same people who think that a Kowa prominar spotting scope is second rate. There is a reason many bird watcher consider "junk" Japanese optics to be the gold standard. The view one sees when looking through a spotting scope and binoculars is certainly subjective, but top end Japanese glass is outstanding. If anyone in northern utah would like to bring a "big 3" optic to compare side by side with Japanese glass, I would be happy to accommodate. Feel free to send me a PM. You might be surprised.
 
RE: Nikon Premier 10x42

There isn't any doubt the japs make some good glass . but China is another thing, they should stick to Kung Po chicken.

The way I see it this is a debate as to how close to the big three the rest of the pack can come. why not just buy once and cry once and be done with it. I've never regreted buying quality.
















Stay thirsty my friends
 
RE: Nikon Premier 10x42

How do you explain the fact that there are chi com optics companies....Zen Ray for one, that have a better warranty than Leica does? Leica has a non transferrable warranty, good for original owner only.....considering the high prices they command I find that laughable at best. I won't even consider Leica products anymore when I'm ready to purchase. Swaro, Meopta, and Leupy are all I need.
 
I don't post a lot [so I guess that makes me a lurker]....so don't thrash me too bad.
I have a Leupold Goldring spotter for packing. A big Carl Zeiss I use at the truck and Zeiss Binos.
I wanted to try some big spotter binos so I bought and tried the Kaibabs, 15x I believe . I took them out 2 to 3 times. After I looked with them 30 min to a hour it felt like someone was standing on my eyeballs, so needless to say they didn't work for me. I have hunting pards that like them for the price and warranty they offer.
BUT, I have never had a warranty issue for my other optics.
I have had a couple of issues and scratches that were my fault and they have always fixed them and done routine service and cleanup on them for me.
Zeiss is a little slow on service but, I sent in at the busy time of year.
Not a super rich guy, so I guess the quality is worth a little more to me.
 
Why should anyone thrash you? Your observations are based on experience and are realistic observations. Oh wait, that's what some people do who see the world through their own rose-colored optics and don't want to acknowledge that they don't have enough experience behind the purchase of their mid-range optics to realize there is a difference. Some guys think that because they couldn't see a difference in the store or a salesman told them that online and they got a smokin' deal, they must be Super Shoppers. Just because they haven't had a warranty issue yet on their optics that have barely made it out of the box, surely they're just as good as the stuff that costs more. (Insert eyeroll emoticon here)
 
I have never needed my warrantry on Leica and Swarovski. when I have on Leupold it was taken care of and back to me in a week or two free.

Chinese brands can afford a great warranty because they sold you optics that cost $1.68 to make.












Stay thirsty my friends
 
I just bought my first pair of Vortex Razor 10x50s. After using Leica Duovids all of last year I was wanting to buy another pair this year. Yep these Razors might not be as good as my Leicas, but they are pretty damn crisp and clear. Good enough that I can't tell much difference. This is coming from a non Vortex fan. I won't find any less deer this season because my binoculars don't say swarovski or leica on the side
 
Speaking of the enormous vortex stickers on truck windows, ever notice how may hats and t shirts are around?

Kind of funny. I don't see any swarovski t shirts. A swarovski hat once every great many moons.

With so many guys showing their support for vortex, by buying non optic related products, its kind of interesting to see how one sided the apparel market is.

I don't know where they are getting it all from.
I have never seen a vortex shirt, hat, or sticker for sale, but I see the stuff paraded all around.

Guess I just don't shop in the right places.

Must be online gear.
 

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