William Optics

Do it yourself, also known as DIY, is the method of building, modifying, or repairing something without the aid of experts or professionals. Academic research describes DIY as behaviours where "individuals engage raw and semi-raw materials and component parts to produce, transform, or reconstruct material possessions, including those drawn from the natural environment (e.g. landscaping)". DIY behaviour can be triggered by various motivations previously categorized as marketplace motivations (economic benefits, lack of product availability, lack of product quality, need for customization), and identity enhancement (craftsmanship, empowerment, community seeking, uniqueness)

The term "do-it-yourself" has been associated with consumers since at least 1912 primarily in the domain of home improvement and maintenance activities. The phrase "do it yourself" had come into common usage (in standard English) by the 1950s, in reference to the emergence of a trend of people undertaking home improvement and various other small craft and construction projects as both a creative-recreational and cost-saving activity.




New Products For February

A-Tec .223-M13X1 Hertz 119 (Vn00729)
A-Tec .223-M13X1 Hertz 119 (Vn00729)

Retail Price: R5,652.50
You save: R1,412.50  (25%)
Our Price: R4,240.00
A-Tec 6.5mm-M16X1 Hertz 150 (Vn00918)
A-Tec 6.5mm-M16X1 Hertz 150 (Vn00918)

Retail Price: R6,365.00
You save: R1,590.00  (25%)
Our Price: R4,775.00
A-Tec .30-M14X1 Hertz 150 (Vn00585)
A-Tec .30-M14X1 Hertz 150 (Vn00585)

Retail Price: R6,365.00
You save: R1,590.00  (25%)
Our Price: R4,775.00
A-Tec .30-M15X1 Hertz 150 (Vn00598)
A-Tec .30-M15X1 Hertz 150 (Vn00598)

Retail Price: R5,890.00
You save: R1,470.00  (25%)
Our Price: R4,420.00
Vortex Viper PST GEN II 2-10X32 FFP EBR-4 MOA Riflescope
Vortex Viper PST GEN II 2-10X32 FFP EBR-4 MOA Riflescope

Retail Price: R30,399.99
You save: R7,599.99  (25%)
Our Price: R22,800.00
Pod X Rechargeable Super Flare Light White
Pod X Rechargeable Super Flare Light White

Retail Price: R549.99
You save: R136.99  (25%)
Our Price: R413.00
Vortex Viper PST GEN II 2-10X32 FFP EBR-4 MRAD Riflescope
Vortex Viper PST GEN II 2-10X32 FFP EBR-4 MRAD Riflescope

Retail Price: R30,399.99
You save: R7,599.99  (25%)
Our Price: R22,800.00
Pox X Rechargeable Super Flare Light Yellow
Pox X Rechargeable Super Flare Light Yellow

Retail Price: R549.99
You save: R136.99  (25%)
Our Price: R413.00
Vortex Viper PST GEN II 1-6X24 SFP VMR-2 MOA Riflescope
Vortex Viper PST GEN II 1-6X24 SFP VMR-2 MOA Riflescope

Retail Price: R22,800.00
You save: R5,700.00  (25%)
Our Price: R17,100.00
Vortex Viper PST GEN II 1-6X24 SFP VMR-2 MRAD Riflescope
Vortex Viper PST GEN II 1-6X24 SFP VMR-2 MRAD Riflescope

Retail Price: R22,800.00
You save: R5,700.00  (25%)
Our Price: R17,100.00
Vortex Viper PST GEN II 3-15X44 SFP EBR-4 MOA Riflescope
Vortex Viper PST GEN II 3-15X44 SFP EBR-4 MOA Riflescope

Retail Price: R28,500.00
You save: R7,125.00  (25%)
Our Price: R21,375.00
Vortex Viper PST GEN II 5-25X50 SFP EBR-4 MOA Riflescope
Vortex Viper PST GEN II 5-25X50 SFP EBR-4 MOA Riflescope

Retail Price: R30,399.99
You save: R7,599.99  (25%)
Our Price: R22,800.00
Vortex Diamondback 1.75-5 X 32 DH Riflescope
Vortex Diamondback 1.75-5 X 32 DH Riflescope

Retail Price: R6,080.00
You save: R1,520.00  (25%)
Our Price: R4,560.00
Vortex Diamondback Tactical 3-9 X 40 Riflescope
Vortex Diamondback Tactical 3-9 X 40 Riflescope

Retail Price: R9,500.00
You save: R2,375.00  (25%)
Our Price: R7,125.00
Vortex Diamondback Tactical 4-12 X 40 Riflescope
Vortex Diamondback Tactical 4-12 X 40 Riflescope

Retail Price: R10,070.00
You save: R2,515.00  (25%)
Our Price: R7,555.00
Vortex AMG UH-1 Holographic Sight
Vortex AMG UH-1 Holographic Sight

Retail Price: R18,999.99
You save: R4,749.99  (25%)
Our Price: R14,250.00
A-Tec .30-M16X1 Hertz 150 (Vn00656)
A-Tec .30-M16X1 Hertz 150 (Vn00656)

Retail Price: R6,365.00
You save: R1,590.00  (25%)
Our Price: R4,775.00
A-Tec .375-M15X1 Hertz 119 (Vn00639)
A-Tec .375-M15X1 Hertz 119 (Vn00639)

Retail Price: R5,652.50
You save: R1,412.50  (25%)
Our Price: R4,240.00
A-Tec .30-5/8"-24 UNEF Hertz 119 (Vn00624)
A-Tec .30-5/8"-24 UNEF Hertz 119 (Vn00624)

Retail Price: R5,842.50
You save: R1,457.50  (25%)
Our Price: R4,385.00
A-Tec .223-5/8"-24 UNEF Hertz 119 (Vn00682)
A-Tec .223-5/8"-24 UNEF Hertz 119 (Vn00682)

Retail Price: R5,842.50
You save: R1,457.50  (25%)
Our Price: R4,385.00
A-Tec 6.5mm-5/8"-24 UNEF Hertz 119 (Vn00909)
A-Tec 6.5mm-5/8"-24 UNEF Hertz 119 (Vn00909)

Retail Price: R5,842.50
You save: R1,457.50  (25%)
Our Price: R4,385.00
A-Tec .338-M18X1 Megahertz (Vn00673)
A-Tec .338-M18X1 Megahertz (Vn00673)

Retail Price: R9,129.50
You save: R2,279.50  (25%)
Our Price: R6,850.00
A-Tec .338-M18X1 Hertz 119 (Vn00890)
A-Tec .338-M18X1 Hertz 119 (Vn00890)

Retail Price: R5,842.50
You save: R1,457.50  (25%)
Our Price: R4,385.00
A-Tec A12 Choke Optima HP Beretta-C (Vn00996)
A-Tec A12 Choke Optima HP Beretta-C (Vn00996)

Retail Price: R1,938.00
You save: R483.00  (25%)
Our Price: R1,455.00

Featured Products

Bushnell 2.5x40 Gen 1 Night Vision Binocular
Bushnell 2.5x40 Gen 1 Night Vision Binocular

Retail Price: R15,335.00
You save: R4,510.00  (29%)
Our Price: R10,825.00
Bushnell 6MP Surveillance Camera Black CSE LED Night Vision
Bushnell 6MP Surveillance Camera Black CSE LED Night Vision

Retail Price: R5,285.00
You save: R1,420.00  (27%)
Our Price: R3,865.00
Celestron Advanced VX 8in Schmidt-Cassegrain Telescope
Celestron Advanced VX 8in Schmidt-Cassegrain Telescope

Retail Price: R35,070.00
You save: R9,645.00  (28%)
Our Price: R25,425.00
Celestron Ultima 100 Spotting Scope 52252
Celestron Ultima 100 Spotting Scope 52252

Retail Price: R12,270.00
You save: R3,375.00  (28%)
Our Price: R8,895.00
Maglite Mini AA Presentation Box Black
Maglite Mini AA Presentation Box Black

Retail Price: R400.00
You save: R110.00  (27%)
Our Price: R290.00
Maglite Magcharger System 4 (230V And 12V)
Maglite Magcharger System 4 (230V And 12V)

Retail Price: R3,990.00
You save: R1,095.00  (27%)
Our Price: R2,895.00
Leupold VX-3 2.5-8x36mm Silver Duplex Riflescope 66350
Leupold VX-3 2.5-8x36mm Silver Duplex Riflescope 66350

Retail Price: R10,350.00
You save: R3,045.01  (29%)
Our Price: R7,304.99
Leupold Acadia 10x42 Black Binocular(111748)(64710)
Leupold Acadia 10x42 Black Binocular(111748)(64710)

Retail Price: R6,120.00
You save: R1,800.00  (29%)
Our Price: R4,320.00

Monthly Specials For February

Bushnell 10X42 Essential 2016 Roof Binocular
Bushnell 10X42 Essential 2016 Roof Binocular
R1,420.00  R1,070.00
Save: R350.00 off
Bushnell Security Case for 119676+119677 Trail Cameras
Bushnell Security Case for 119676+119677 Trail Cameras

Retail Price: R1,025.00
You save: R0.00  (0%)
Our Price: R1,025.00  R770.00
Save: R255.00 off
Hoppe's Handle+Rod .270 Cal .30MM 38" Rifle Coated
Hoppe's Handle+Rod .270 Cal .30MM 38" Rifle Coated
R1,030.00  R720.00
Save: R310.00 off
Hoppe's Handle+Rod .17-.20 Cal 36" Rifle Coated Elite
Hoppe's Handle+Rod .17-.20 Cal 36" Rifle Coated Elite
R1,030.00  R720.00
Save: R310.00 off
Primos 2 Point Gun Rest
Primos 2 Point Gun Rest
R880.00  R620.00
Save: R260.00 off
Tasco 10x25 Essentials Porro Hanging Box
Tasco 10x25 Essentials Porro Hanging Box
R685.00  R515.00
Save: R170.00 off
Butler Creek Comfort Stretch Sling Rifle Brown (80015)
Butler Creek Comfort Stretch Sling Rifle Brown (80015)
R660.00  R465.00
Save: R195.00 off
Butler Creek Rifle Sling Black
Butler Creek Rifle Sling Black
R640.00  R450.00
Save: R190.00 off
Hoppes Boresnake Viper .12 GA Shotgun Cleaner
Hoppes Boresnake Viper .12 GA Shotgun Cleaner
R630.00  R440.00
Save: R190.00 off
Butler Creek Easy Rider Stretch Rifle Sling Black (CN)
Butler Creek Easy Rider Stretch Rifle Sling Black (CN)
R570.00  R400.00
Save: R170.00 off
Butler Creek Easy Rider Rifle Sling Mossy Oak
Butler Creek Easy Rider Rifle Sling Mossy Oak
R570.00  R400.00
Save: R170.00 off

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