Abercrombie & Kent has partnered with Leica to provide premium binoculars to guests and guides at its Sanctuary safari camps and lodges across Africa. Olivia Palamountain reports

A new collaboration between Abercrombie & Kent and Leica Camera will see every guest and guide at A&K's Sanctuary portfolio equipped with branded binoculars.

The partnership marks the first time a major safari operator has standardised premium German optics across its entire operation. Premium binoculars can cost several thousand pounds, making this collaboration a way of providing access to equipment that could be prohibitively expensive for individual purchase.

A&K safari guides will receive specialised Leica training to complement their existing wildlife expertise, learning advanced techniques in animal identification and tracking that harness the full capabilities of the precision optics equipment.

"Leica's commitment to quality aligns perfectly with A&K's mission to provide the most exceptional travel experiences in the world," says Cristina Levis, chief executive of A&K Travel Group. "This partnership will allow our guests to connect with the natural world on a deeper level and create memories that will last a lifetime."

Xero, a guide at A&K Sanctuary in Botswana's Okavango Delta, says the equipment transforms the guest experience. "As guides, we're trained to spot wildlife at great distances, often before anyone else sees it. With Leica binoculars, our guests can share that same level of clarity and detail - it really changes the whole experience. They're not just observing animals; they're engaged in every moment, noticing behaviour, movement, even subtle interactions they might otherwise miss."

The partnership represents a strategic move for both companies to reach premium travel markets. Dr Ronny Fritsche, member of the executive board of Leica Camera, describes it as "a genuine win-win situation" that combines "exclusive luxury travel and high-precision optics".

"A&K can offer its clients unforgettable encounters with nature, breathtaking landscapes, and wildlife, while enabling a deeper immersion into extraordinary moments through our products," says Fritsche. "In turn, Leica gains valuable access to a discerning and quality-conscious audience."

The companies plan a joint marketing campaign featuring photography from Botswana, editorial content across A&K's digital channels, and retail activation at Harrods in London. The campaign will showcase wildlife encounters enhanced by Leica's optical technology.

Leica Camera, founded in Germany in 1914, manufactures precision optical instruments including cameras, binoculars and telescopes. The company's products are used by professional photographers, wildlife researchers and outdoor enthusiasts worldwide.

The collaboration will initially launch across A&K's African operations before potentially expanding to other regions where the company operates wildlife-focused travel experiences.