SWAROVSKI OPTIK N.A. NAMES NEW CEO FOR THE AMERICAS
Swarovski Optik North America, the U.S. subsidiary of the Austrian premium optics manufacturer, has appointed Roland Wolff as CEO for the Americas. He succeeds Albert Wannenmacher, who retired on July 31, 2025, after 36 years with the company, including 18 as head of the Americas division.
Originally from Germany, Wolff studied business administration in Bremen and brings extensive leadership experience in the optics sector. He spent 17 years with Leica Camera North America in senior management roles, later serving as General Manager for Latin America, and most recently was Vice President of Operations North America at Harlowe Lighting.
Paul Churchill, CMO and CSO of Swarovski Optik in Austria, said: “With Roland, we are gaining an innovative leader for our company who has a strong focus on achieving strategic and operational goals. At the same time, he attaches great importance to creativity and promotes cooperation in strong teams.”
Wolff added: “For me, Swarovski Optik is the leading premium sports optics manufacturer in the world, and I am looking forward to further expanding our presence in the American market with a great team. Together we will make a difference.”
LEICA SPORT OPTICS USA STRENGTHENS ITS AMBASSADOR TEAM
Leica Sport Optics USA has announced new ambassador partnerships, welcoming Adam and Frankie Foss and filmmaker and backcountry hunter Zack Boughton. The move reflects Leica’s continued investment in authentic storytelling and deeper engagement with North America’s hunting and conservation community.
For Adam and Frankie Foss, the partnership marks a return to familiar territory. Adam previously worked with Leica on projects that helped define the visual identity of modern mountain hunting through film and photography.
“Frankie and I are truly honored to join the Leica team,” said Adam Foss. “There’s no question that Leica makes best-in-class optics and camera equipment, but what sets them apart is their commitment to telling the more artful, deeper part of the hunting story.”
Ryan Holm, Director of Marketing for Leica Sport Optics USA, commented: “Adam and Frankie are icons in Western big game hunting. Beyond their field experience, they bring a sharp creative eye and an authentic voice that resonates with a discerning audience. This partnership represents more than just content—it’s a continuation of Leica’s commitment to supporting those who advance the culture of hunting through both purposeful action and compelling narrative.”
Leica has also partnered with filmmaker Zack Boughton. The announcement follows the launch of the CRF Max Rangemaster, the Calonox 2 LRF thermal clip-on and a collaboration with OLLIN on advanced digiscoping solutions.
“2025 marks a turning point for Leica Sport Optics,” said Holm. “Partnering with Zack isn’t about marketing fluff; he’s a force in the backcountry, a filmmaker who speaks to hunters with authenticity no one else can touch.”
Raised in Coeur d’Alene, Idaho, Boughton discovered his passion for hunting after moving to Bozeman, Montana. “What stands out about Leica is their attention to detail,” he said. “They are true craftsmen, and it shows.”
As an ambassador, Boughton will use the Geovid Pro 10x42 AB+ binoculars, APO-Televid 82 spotting scope, and CRF Max
rangefinder across his projects.
GERMAN PRECISION OPTICS APPOINTS HARRIS GLOBAL MARKETING & COMMUNICATIONS
German Precision Optics (GPO USA), based in Virginia, has selected Harris Global Marketing & Communications to manage media relations and press materials for the U.S. business. Joel Harris will serve as the main contact for editors and outlets, coordinating assets, sponsorships and information requests.
Mike Jensen, Owner/CEO of GPO USA, said: “With over 20 years of experience and expertise handling public relations for many of the industry’s premier brands, we know that Harris Global Marketing & Communications will be a critical piece of our brand’s growth strategy.”
Joel Harris added: “The depth of the high-quality optical devices offered by
GPO is incredible. Their products are well designed, robust and loaded with technology. I look forward to communicating all this brand has to offer.”