Zeiss Conquest Duralyte is one of the products covered by the company's new No-Fault Policy.

Reporting from SHOT Show 2012—In addition to the standard limited lifetime warranty on its products, Zeiss has announced a new No Fault Policy. Zeiss will now repair or replace any new Conquest HD binocular or Conquest Duralyt riflescope damaged during normal, intended use at no charge for the first five years. (“Normal, intended use” means, for example, dropping said optics out of a tree stand as opposed to, say, dropping them off a barstool. You get the idea.)

The Zeiss No Fault Policy is an impressive, possibly unprecedented  deal. Company folks I spoke to said they instituted the new policy because they didn’t think it’s fair that a hunter or shooter spends the kind of money Zeiss products command (even the relatively less expensive ones) and then is either deprived of being able to use said product or has to scrape up that kind of cash again.

Shooters and hunters win because they know Zeiss has their backs. Zeiss wins because this is the kind of initiative that will help convince riflemen to buy and use their products.