A short Story

About us

Our Story

„Reefing becomes necessary when the wind speed increases to a level that could overpower the boat or make it difficult to handle. There are various scenarios where reefing is needed, such as sailing in strong winds, encountering sudden gusts, or when the boat starts to heel excessively. Reefing helps to maintain balance, stability, and control of the boat, preventing it from being overpowered by the wind.“

– Understanding the Meaning of Reefing a Sail: A Comprehensive Guide

Second Reef set sail in 2019 when we began our journey by providing other companies in the film industry with the support they needed. Over the past 20 years, we have developed friendships and an intricate network of film professionals that forms the hull of our vessel and has given us the experience necessary to navigate uncharted territories.

We have always kept our focus on optics and optical tools that make a difference for cinematographers.

We are very selective in what we do and how we do things, so when Tribe7 started with the Blackwing7 project, we were on board from the first minute. Currently, we are the exclusive distributors in Europe, the Middle East and Africa.

Recently, Klaus Eckerl from IB/E Optics asked us to coordinate and represent IB/E Sales in most parts of the world. Our close relations with them through the TRIBE7 project led us to collaborate more closely by allowing them to maintain their focus on manufacturing and allowing us to use our strengths in bringing clients, resellers, and IB/E together to form a world-spanning network, ensuring that IB/E Optics products are available wherever needed.

After many years of development, we recently launched the Coral Anamorphic lenses at the Pacific Northwest Lens Summit, where we won “Best in Show”.

At Second Reef, we strive to provide the highest quality products and services to the best of the best cinematographers or rental houses anywhere on the planet.

We are passionate about the worldwide film industry. We are experts in our field, and our journey takes us to all corners of the globe. Optical tools are one of the primary creative tools for cinematographers when they create art. We continually work hard to get them the most interesting lenses and optical tools to that end.

The Second Reef challenges the status quo, explores new possibilities, connects people, and navigates dangerous waters. We find solutions in the uncertainty of the fog and opportunities in the open sea. We reef when others seek safe harbor.

Our travels have led us to remote places, uncharted waters, and distant shores. Curating the best selection of high-end cinema lenses and tools for creative filmmakers is the wind in our sails and has brought us here.

We always wanted to do things a little bit differently and bring risk-takers, innovators, and forward-thinkers together to create something special. Technical understanding, market climate forecasting, and a relentless desire to help you reach your goals combine to form the hull of this vessel. Let us take you places others can’t, guide you through uncharted waters, and transport your ideas to distant shores.

We sail when others go home.

Why Second Reef

– Understanding the Meaning of Reefing a Sail: A Comprehensive Guide

We have always kept our focus on optics and optical tools that make a difference for cinematographers.

After many years of development, we recently launched the Coral Anamorphic lenses at the Pacific Northwest Lens Summit, where we won “Best in Show”.

At Second Reef, we strive to provide the highest quality products and services to the best of the best cinematographers or rental houses anywhere on the planet.

We sail when others go home.

„Second Reef transcends the ordinary – it’s a living testament to our unwavering passion for cinematography. Each lens we craft and every service we provide embody our dedication to elevating the art of filmmaking. Our ongoing journey is defined by a relentless spirit of innovation, motivated by our deep desire to empower filmmakers and breathe life into their creative visions. Second Reef is more than just a brand; it’s a vivid reflection of our enduring commitment to achieving cinematic excellence.“

– Alexander Schwarz, CEO

Meet the crew

Alexander Schwarz

CEO

After earning his M.S. in Computer Science, he began his career in the film industry by helping develop one of the leading Video Assist Systems used on film sets. He moved up to become the Senior Director of Key Accounts, Worldwide at a major camera rental house where he excelled at helping cinematographers and production houses. VIP clients interested in shooting with anamorphic lenses were his primary focus. In 2013, he became an Associate Member of the American Society of Cinematographers (ASC), and over the years, he has created a network of film industry professionals that is second to none.

James S. Bouchie

CEO

Ten years of sales and marketing experience in the film industry combined with sixteen years of overseas university teaching, including Communications, Writing, Literature, and Film, provide a solid skill set that combines both the practical elements of business with the aesthetic sensibilities of a lifelong teacher and student. An American that has lived for almost 30 years in Europe, to include Italy, Russia, Kosovo, and Germany, his interest in intercultural communication and a lifetime of experiences give him insight into the challenges every business faces when dealing with people from different cultures and societies.

Sophie Schaffland

Marketing & Operations Manager

Following a gap year in New Zealand, where she gained valuable life experiences, Sophie earned her Bachelor's degree in Multimedia and Communication with a focus on Journalism and 3D Graphics. Her journey led her through various endeavors, including an internship at a television network, where she began to explore her passion for the media world. Currently serving as the Marketing and Operations Manager at Second Reef, she oversees a diverse range of responsibilities, encompassing customer relations, administration, as well as contributing creatively to projects like marketing strategies.

Philip Vischer

Vice President Sales & Client Relations

Philip’s passion for film has guided him through his long career in the film industry. He began that journey in Berlin, where he held several positions on film sets before working as a camera crew member for several years. His experience on set led to an opportunity to manage the camera department of a boutique rental house. Upon moving to Munich, he leveraged his set and rental house experience to find work with manufacturer’s working in the film industry. His years of work in these various areas gave him a deep understanding of client needs and led to his long and successful stint of almost 16 years as a product manager creating mechanical camera accessories with the focused goal of supporting camera crews with the best tools possible to do their jobs effectively, thus giving them maximum leeway to exercise their creativity. Philip loves travelling and combines his passion for the movie industry by continuously interacting the industry people worldwide trying to understand their needs and help solve their challenges.

Frank Brünnig

Technical Manager

Although new to the film business, Frank brings a fresh perspective and innovative approach to our team through his years of experience as a business owner and technical savant. His broad array of skills when added to his steadfast dependability as a team player, makes him our “free safety” for a wide range of tasks, including systems development, product development, management, and more. His problem-solving skills and versatility make him a jack-of-all trades, ensuring smooth and efficient operations. As our Technical Manager, he is also responsible for the development and oversight of our Reef Tracers' manufacturing and making sure the entire project maintains the highest quality standards. Outside of work, Frank enjoys traveling, motorcycles, Zoigl beer, and working on home automation projects. Frank's dedication and comprehensive knowledge are pivotal to our success.

Andrea Neidenbach

Executive Assistant

Andrea Neidenbach is our Executive Assistant and is tasked with handling administrative tasks and accounting, which she does with exceptional attention to detail. Her meticulous approach ensures that nothing falls through the cracks and make her a powerful member of our team. Before joining us, Andrea had a successful career as a professional basketball player. The discipline, teamwork, and perseverance she developed on the court continue to enhance her ability to manage complex tasks and maintain high standards in the office. Andrea’s unique background and skill set make her a valuable asset to our organization.