Beaverton , OR – Since its introduction in early 2009, ZEN ED and ED2 binoculars with open hinge design and extra low dispersion objectives have proven themselves to the eyes of the birders, hunters and outdoorsmen for the rugged design, superior optics and excellent value. By relentless pushing the boundary of optical performance, Zen-Ray Optics introduces the next generation high quality open hinge binoculars under the brand ZEN ED3 that is scheduled to release on Aug 1st, 2011. The new ZEN ED3 is a completely new design, incorporating several advanced technologies on two available models – ZEN ED3 8x43 and 10x43. The backbone of the ZEN ED3, prism coating, is significantly enhanced with the state of the art proprietary 2nd generation VividBrite (TM) dielectric prism coating to maximize the total light transmission. The coating was engineered with 40+ layers of nanoscale film with precise thickness control. Unlike metallic prism coating, our dielectric coating offers a superiorly flat curve, averaging 99% rate of reflectivity throughout visible spectrum range. As a result, the users are able to enjoy a brighter image rendered with high color fidelity. A proprietary new Speed-Dial (TM) focusing mechanism with 50% faster focus rate is also developed exclusively by Zen-Ray to allow users to better track fast moving objects out in the field. ZEN ED3 is also featured with patent pending dual zone tripod adapter sockets to allow a well balanced observation platform. The ZEN ED3 binoculars are designed to use under the most adverse weather conditions with its Argon noble gas charged waterproof chassis and new build-in CrystalView(TM) oil and water repellent coating Both models are available for customers to pre-order (use coupon code ED3 to save 20% off) for the first week of August delivery. Accessories include premium hard carrying case, cushioned deluxe neckstrap.