Although I feel ashamed of not recalling any more details,I remember watching a semi-documentary type of programme on British TV not too long ago( perhaps 2 to 3 years ago) which was very unusual in that was all about BINOCULARS.
I'm not sure if there were elements of "invisible sponsorship" or "stage/camera management" involved,but representatives from various branches of professional users,such as the military,hunting community and marine industry were interviewed, and Steiner binoculars were very well portrayed.
I could be mistaken,but I seem to also remember Steiner could have been the only one of several "leading manufacturers" to have welcomed roving cameras into it's factories,which I can remember thinking presented a very "open and positive" impression of the company and it's products,as opposed to undertones of "secrecy and mystery" the viewer was left feeling about two or three of the other giant European manufacturers.
I actually felt quite annoyed about that at the time,having spent what were to me significant sums of money for some of the latters' products within the previous decade.
Perhaps Simon can remember the TV programme ?
A few months ago, I alerted the forum to a "How It's Made" documentary that was being shown in the UK on the Quest channel (Freeview 38), and this showed Steiners being put together. As these programs are subject to frequent repeat, maybe this is what you're remembering.
Like you say, Kenny, they're not shy about opening themselves up to scrutiny, and they clearly believe in their products (and why shouldn't they; their top-end stuff is really good).
I'd lusted after a pair of those 7 x 30 Commander XPs after trying them out in my local Jessop's (RIP), and loved everything about them apart from the fact that the reticle seemed to have no in/out adjustment and was therefore not in focus for my short-sighted eyes when I focused the bins on distant objects (otherwise they'd be in my house right now!