Trijicon
I think the press release sums it up well:
Not sure why Trijicon wants to jump into the territory that is traditionally held by guys like S&B, NF and Leupold's but here we go.Best-quality glass is fully multi-coated to allow maximum light transmission. Optical engineering advancement produces a generous 3.3 inches of constant eye relief while decreasing overall scope length to 13.9 inches. Its 3x to 15x magnification range make it a viable choice for myriad applications, from LE and military operations to benchrest competition to varmint and big-game hunting.
The TARS features a patented illuminated-reticle system with 10 levels of intensity, including two for use with night-vision optics. Its non-forward emitting LED is much more efficient than current systems; One CR2032 battery provides 30,000 hours of use. Four reticle choices are available—an intuitive MOA reticle (Model 101), Trijicon-exclusive JW mil reticle (102) and two duplex versions (103 and 104). All are located in the first focal plane, so subtension values remain constant across the magnification range.
A robust, 34 mm main tube machined from aircraft-grade aluminum combined with Trijicon's mil-spec construction ensure TARS can handle severe recoil in the harshest environments. It is waterproof to 66 feet. Hydrophobic coatings on exposed lenses ensure clarity in wet conditions. Finger-adjustable turrets feature patent-pending lockable, tactile click adjustments for positive tracking and repeatability. A side-mounted parallax dial focuses from 10-feet to infinity. Removable flip-up range caps and sunshade are included.