My Dad and Brothers always ran Swarovski 4-12 Av. To be different and because I didnt quit have the cash I put on a ziess 4-14x44 conquest. The clarity was awesome, and it pulled alot of light, but It didn't hold a candle to the Swarovski. Now the Swarovski was about the 400 bucks more. Now here's my beef with Zeiss. We all shoot Big cannons with brakes. AKA 340 wthby, 338 RUM, and our newest mule deer rifle, 6.5x300 Rum wildcat. (yes it's hard on barrels). My Zeiss broke two different times, really bad customer service. One time they sent me back the wrong scope! (it had target turrets and mine didn't ). They were giving me all sorts of crap, like the conquest line was in big demand and thats why it was taking so long to get it fixed (like three months right before hunting season.) My Dads Swarovski has had at least 4-5 thousand rounds from big mags through it. Never one problem. Needless to say I sold my Ziess and scrimped for two year's and last year bought a z-6 2.5-15x56. The optics are un-real. A noticeably brighter and sharper image than my dads swarovski. (it was 800 more than his) The only things I don't like about my z-6, First it's quit a bit more heavy than the AV, and all our rifle's are left hand and I'm having a hard time tuning my ejector to clear the third turret on the left side. Hope this helps. Aaron