Relentless Performance

You won’t outlast us. You can’t outperform us. We’re 700 American craftsmen making innovative, battle-proven optics for the world’s most relentless hunters and shooters. We design, build, and test our products with a single-minded focus: to make sure they’ll perform forever.

American to the Core

Our Core Values

PASSION • INSPIRATION • COURAGE

Iconic Passion

Our legendary passion inspires us to produce great things. We serve something bigger: American tradition, freedom of the great outdoors, exhilaration and achievement, heroism and courage.

INNOVATION • CREATIVITY • PERSEVERANCE

American Spirit Of Ingenuity

We uphold our legacy of innovation through our creativity, hard work, and perseverance, elevating the customer experience and driving our business forward.

EXPERIENCED • SKILLED • KNOWLEDGEABLE

Field Savvy

We know what we’re doing because we are in the field, discovering what works and what doesn’t, staying close to the communities we serve.

ENTREPRENEURIAL • INNOVATIVE • DISCIPLINED

Freedom To Dream & Discipline To Deliver

Nothing is as important as the freedom to explore and invent what could be and the discipline to execute it to perfection.

INTEGRITY • QUALITY • CONTINUOUS IMPROVEMENT

A Square Deal

Our customer is always entitled to quality, value, and most of all, respect. This founding principle is exercised throughout our business as we strive to continually improve.

TRUSTWORTHY • LOYAL • SAFE

Faithful Companion

We are reliable and true in our commitments to ourselves, to those we serve, and to those we lead. Loyalty begets loyalty.

COMMUNICATION • HONESTY • TEAMWORK

True Collaboration

Together, anything is possible. We communicate openly with respect and candor, always doing what’s best for our customers and our company.

ENDURING • COMMITTED • LEADERSHIP

Thoughtful Stewardship

We lead with purpose and intent. Above all, we are ardent in living up to our family values and creating a company that future generations will be proud of.

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