Our brand ambassadors are fans of traditional Czech manufacturing, quality, timeless design and honest watchmaking - everything that we call the DNA of PRIM watches with a slight exaggeration. They are also people whom we highly respect because they are recognized professionals in their field.
Among the personalities who have associated their names with the PRIM brand over the years, you will find top experts, Olympic sportsmen and sportswomen, artists and successful entrepreneurs. They contribute to the profile of their field just as ELTON hodinářská has been doing to that of PRIM wristwatches for the past 70 years.
Member of the Czech Olympic team, skeet shotgun shooter.
Jakub's entry among our ambassadors was exactly like Jakub himself. Determined to prove that he knows what he is doing and why he is doing it. And he did. In 2024 he set a sharp pace and in a relatively short time you could see him in prestigious magazines, on billboards and in TV reports. Right at the beginning of 2025, he personally helped us with the professional durability tests of the watch. And we're moving on!
On his hands you can currently see the PRIM ORLIK 2024 LE and the PRIM DIPLOMAT.
A mechanical watch that carries a piece of yourself, you pass it on with your heart on your hand to the next generation. With a story and a pile of memories. Only a New Town manufacture can do that. I am very happy that I decided to choose the primkas and I already know that it will not stay with them.
Czech rally driver and international award-winning automotive film stuntman.
Martin has stood by our brand for several years. At first unobtrusively, as a huge help at charity hockey matches, then whenever ready to help and show our watch in conjunction with his race car or at a great event.
We have found that we are good at it.
We have Martin on our Ambassador team since 2024 and we are suitably proud of that. The world of fast cars and big hearts is right for our watches. You can currently see the PRIM OK-A Bronze and PRIM CHRONOGRAF LE models on Martin.
In motorsport, every second is crucial and determines success or failure. Just like on the track, in life I value precision, reliability and style - values that are perfectly embodied by Prim watches. That's why I'm thrilled to be their ambassador. A Czech brand with a rich history that combines tradition with a certain amount of nostalgia and modern technology has my admiration. Prim watches are not only a tool for timekeeping, but also a symbol of precision work and passion, which I enjoy every kilometre behind the wheel and every second of everyday life.
Czech model and winner of the Miss Czech Republic pageant. More importantly, she is extremely pleasant, professional and charismatic. This comes through in our meetings, again and again. Her interest and appreciation of our work, as well as her perfect communication skills are proof that we could not have chosen better. The world of luxury wristwatches clearly suits Aneta.
In today’s fast-moving times, we have become accustomed to the fact that time is our enemy. But this elegant PRIM wristwatches from ELTON hodinářská make looking into the face of this enemy far more pleasurable. As a result, time may become our friend after all!
A talented golfer awarded as The Golfer of the Year in 2022.
The New Town Primes have been making a name for themselves in the world of golf for several years now, and connecting with Sára is not only a logical, but also very pleasant outcome of this journey.
Sára won everyone’s heart at the first meeting. However, her life is not just trophies and achievements. Sára’s other passion is art. A way of thinking, thoughtfulness, respect for certain values, and ethics. These crucial things are in complete agreement with the values of ELTON. It is no exaggeration to say that we are on the same wavelength as Sára.A
I am truly looking forward to the cooperation and TIME with ELTON hodinářská. It is great to have the opportunity to share not only the product itself, but also the values and philosophy behind it and behind the whole company. And if I let the artistic part of me speak for me for a moment, I am also looking forward to the creative side of the cooperation.
Successful Czech Olympian and a member of the international biathlon team. Whenever he's on the track, we're right there with him. Smiling, honest, and always ready to help. His smiles got a way to disarm us every time and besides being a great fighter, he's got a good heart. He supports our Handy Cycling Marathon team, either with his presence or remotely. He wears PRIM ORLIK, which he co-designed.
When you do something, do it well and do it fully - That's what I strive for, both in sport and in my personal life. It was obvious even on my first ever visit to ELTON that I had found a group of people who felt the same way. When we were designing my watch, I felt like a part of the team. I'm proud to wear it. Because I've discovered that Prim is not just a wristwatch. It's a lifestyle.
A graduate of DAMU in Prague, and now a successful film and theatre actor who has been performing in film and television since 1993. He has played numerous roles, both dramatic and musical, on the boards of important Czech theatre stages. He is currently a member of the Dejvice Theatre Company. For one of his roles in Czech film he won the Czech Lion Award for Best Supporting Actor.
Watches are my passion and I have plenty of them at home. I also have a long relationship with the PRIM brand, specifically with the Orlík model. At the age of 14, I joined Svazarm to take up skydiving. Orlík is a watch that all aviatic people and parachutists know. That´s where my interest in them mainly comes from. Throughout my whole life I said to myself I must buy a PRIM Orlík one day. Now I have one and I love wearing it because the Orlík model has the huge advantage of never feeling kitsch on my wrist.
is a well-known Czech playwright and director who became famous for his controversial radio play "Koule", which deals with the topic of doping in sport. He comes from the small town of Týniště nad Orlicí in eastern Bohemia. He graduated in film and theatre studies at the Faculty of Arts of Palacký University in Olomouc. He is a co-founder of the theatre Studio Burning Giraffes, which was established during his university years, where he wrote and directed his plays. From 1996 to 2001 he worked as a dramaturge at the Moravian Theatre in Olomouc and then from 2001 to 2003 he managed the newly founded alternative stage Burning House.
More elegance and refinement for Czech men! More courage, more colours! This has been my private campaign for years and in PRIM I have found an ally.
I need a certain extravagance to live and I danced like a little boy as my beautiful green diplomats were created under the hands of all those skilful people in Nové Město nad Metují. It is not only a piece of jewellery that has been created; the watch is, in short, an expression of my personality.
I am a native of nearby Týniště and therefore duly proud to be the ambassador of a true legend.
Experienced diving instructor, Director of Training for the Diving Education Society, holder of numerous certifications: Full Trimix Instructor Trainer, Full Cave Instructor Trainer, Full Trimix, Technical Cave, First Aid, Oxygen Administrator, Cardiopulmonary Resuscitation, Automated External Defibrillator and also a state award, the Gold Medal for extraordinary actions in saving lives during the August 2010 floods. The latest project is to unblock people who are afraid of water. In this activity, he uses the PRIM POTAPKY LE.
I've known Prim watches since I was a kid and I loved them. Now I am the proud owner of Orlik and Potápky model. I had the latter available for testing and I can honestly say I loved them. Then when I got my hands on them at ELTON and left with them permanently, I was overjoyed. I would be honored to work with the design team in Nové Město nad Metuji on any future model that goes underwater.
Taťána Kuchařová, is a Czech dancer, model and actress. In 2006, she was crowned Miss Czech Republic. On 30th September of the same year, in Warsaw, Poland, she was subsequently crowned Miss World, becoming the first woman from the Czech Republic to ever win the world’s oldest beauty pageant. In 2013, she finished second in Star Dance (the equivalent of Dancing with the Stars in the UK).
Time is the most precious thing we have in life. That is why I consider a watch to be a reminder of exceptional moments and personal milestones. For me, one of those moments happened 15 years ago at the Miss World contest. I am very pleased that on the occasion of my anniversary, this luxury women’s watch has been created as the perfect expression of this event. This watch will forever remind me of my success in the world and the moment that literally changed my life.
It is my wish that it simultaneously preserves the symbolism of time as the most precious thing we can give one another. Time, love and attention. Thanks to the work of my foundation, I am reminded of this every day. That is why I hope that all the ladies that wear this unique “Prim ICONIC” watch will uphold these values in themselves with pride.
With love, Taťána
A promising Czech representative and national champion in the 800 metres. She sets herself big goals in sport and in life. She wants to run the eight-miler in under two minutes and join the ranks of the most successful Czech runners, such as Jarmila Kratochvílová or Ludmila Formanová. She is just a few seconds away from fulfilling her Olympic dream.
The sports club in Nové Město nad Metují was my first athletics club. It was here that I learned my love for athletics and running. Time plays a key role in sport and especially in my discipline. Time is also what I am dealing with the most right now. For me, the New Town PRIM watch is a symbol of accurate time, tradition and reliability. It is a great honour for me to be part of a quality Czech company, creating such beautiful and elegant watches. I am grateful that we could join our paths.
Successful Czech entrepreneur and honorary president of the Czech-Moravian Association of Businesswomen and Managers (ČMAPM). She founded and is the director of the Dynamic Group, Design Center and Great Events Production, companies that are engaged in interior design and event organisation and realisation. Forbes magazine ranked Kateřina among the most influential women in the Czech Republic. In 2017, she became the vice-president for Europe of the Global Association of Businesswomen (Femmes Chefs d’Entreprises Mondiales (FCEM)).
It is an honour for me to represent a traditional Czech brand, one that stands for high-quality craftsmanship and skilled watchmaking. I fell in love with PRIM watches at first sight. A visit to the ELTON hodinářská factory also convinced me that watchmaking is an art form. Not many countries around the world can claim to be able to manage the complete watchmaking process, but thanks to the PRIM brand, the Czech Republic is one of them. It is reason enough to show off my PAVOUK watch, even at international meetings of businesswomen.
After all, we have much to be proud of.
snílek, vizionář, pilot, lídr projektu „Návrat létající legendy MIG 15 na české nebe“ a duchovní otec hodinek PRIM MIG 15.
Pepa Miřácký, duchovní otec myšlenky, na jejímž konci spatřil svět hodinky PRIM MIG 15 LE. Člověk mezi nebem a zemí. Před několika lety se, společně s kamarády, rozhodl plnit svoje sny o létání. Vystopoval konkrétní letoun MIG 15UTI s výrobním číslem 242266 a z letiště v Paso Robles v Kalifornii ho navrátil domů, do Čech. Nelehká a dlouhá cesta, náročný servis a administrativa trvala dlouho. To ale opravdové chlapy přece nemůže odradit. A také neodradilo. MIG 15 má nyní svoje místo na letišti v Hradci Králové a je připraven létat s každým, kdo si chce dopřát nezapomenutelný životní zážitek.
Time is the most precious thing we have in life. That is why I consider a watch to be a reminder of exceptional moments and personal milestones. For me, one of those moments happened 15 years ago at the Miss World contest. I am very pleased that on the occasion of my anniversary, this luxury women’s watch has been created as the perfect expression of this event. This watch will forever remind me of my success in the world and the moment that literally changed my life.
It is my wish that it simultaneously preserves the symbolism of time as the most precious thing we can give one another. Time, love and attention. Thanks to the work of my foundation, I am reminded of this every day. That is why I hope that all the ladies that wear this unique “Prim ICONIC” watch will uphold these values in themselves with pride.
With love, Taťána
Czech singer, songwriter, composer and film, television and theatre actor. He regularly performs with his band on Jan Kraus Show. He is also involved in the CF Hero campaign which supports patients with cystic fibrosis. He is currently preparing for a tour with the Gipsy Brothers and working on other music projects.
I am honoured to be an ambassador for a quality Czech brand that has accompanied me my whole life. My grandfather would have been pleased to see me walking around the workshop in Nové Město nad Metují. By the way, seeing how the watch is made was a wonderful experience for me. I am very excited about PRIM watches, their quality, workmanship and materials. I don’t think these watches can break. I never take mine off, so I can't lose it. I like things that last a lifetime. One day I hope to pass on my watch to the next generation after having worn it on my wrist my whole life.
Kayaker, sprint canoeist, world champion, and winner of three Olympic medals from London and Rio. In addition to his performances on the water, where he is the world´s best, he captivates the general public´s mind with his height and various interests.
"We have a long tradition of wearing Prim watches in our family. My great-grandfather was the first, but the inspiration for me came from my grandfather. Growing up I wanted to have the same watch. I saw it as a symbol of masculinity and adulthood. I appreciate the timeless appearance and quality, which is obvious at first glance. It always stand out in my "watch collection" and surpasses others. I open my drawer and can instantly recognise which watch is a Prim. That's why I don't actually wear other watches anymore. I like an understated style and graceful curves, which therefore makes the Diplomat my favourite model. I wear it to the most important social events, it enhances the impression I make at such events. I alternate other Prims according to my mood and style. I like the feeling of elegance they give me. Even when I return tired and sweaty from training."
Czech orthopedist and surgeon, head of the Department of Spondylosurgery at the Motol University Hospital in Prague. He specialises in the surgical treatment of diseases and injuries of the spine and is a founding member and vice-president of the Czech Spondylosurgical Society. In 2010, he was appointed professor of orthopedics. He has devised several unique surgical procedures and performs over 600 operations a year. For his scientific and publishing activities, he is recognised not only in the Czech Republic but also abroad.
I got my first PRIM watch as a little boy, it had a blue dial and a mechanical movement. I didn’t realise it back then, but I now know that the ability to produce good quality mechanical movements requires enormous skill and is important for the prestige of the region. This can be done only in a few other countries in the world. They can do it in Nové Město nad Metují and I admire that. I prefer to wear the PRIM Diplomat or Spartak 43 watches for social events, and the Orlík II for sports and outdoor activities.
Professor of Egyptology, Director of the Czech Institute of Egyptology, Charles University in Prague. He conducts Czech research in Egypt and Sudan; the focus of his archaeological activities lies in the research of the site of the pyramid builders in Abusir near Cairo. He has won many prestigious international awards for his work in science. In addition to Egyptology, he studies, from an interdisciplinary research perspective, the so-called “collapse” phenomenon, i.e. the rise and fall of complex civilisations.
As a little boy, I received my first beautiful and blue PRIM Sport watch. I have it to this day and it still works. For many years I wore it for everything and everywhere, to school, to the athletics track, and in water. It endured it all. Today, I´m no different in this regard, just older. As was the case then, I prefer a watch that is able to withstand extreme conditions, such as during archaeological research in the desert or deep underground, is durable and, at the same time, looks great. That's why my choice, once again, fell on the PRIM brand. This time round it's the Orlík.
Czech photographer who currently focuses mainly on advertising and portrait photography. He is not only the man behind a number of prominent portraits of personalities from the Czech and world art scenes, but also of, for example, a series of unconventional photographs of homeless people in Prague. He has worked, for example, on advertising campaigns for T-mobile, Komerční banka, ČSOB, Česká spořitelna, Kofola, Frisco and the La Putyka Theatre Company, and has also collaborated with magazines, most recently, for example, with Reporter.
What do I personally enjoy about Prim watches? The tradition. My first watch was a Prim. And one can never forget their first watch. The patriotism. I enjoy having a high-quality watch in my collection that is entirely made in the Czech Republic. The personal approach. I really enjoyed watching the creation of my Orlík watch, walking through the factory and realising that the piece of steel, the cold rod I saw at the beginning in the material warehouse, would eventually become a ticking, living watch with a story.
A young Czech businessman working in New York City. Robert studied in Prague and played ice hockey for the HC Sparta Praha team. At the age of 20, he went to study economics in the United States, where he also played ice hockey for the university hockey team at Hobart College in the state of New York.
One of his projects is USA Sport & Study, which supports young Czech and Slovak athletes who want to study and play sports at universities and high schools in the USA.
I have a special relationship with Prim watches. I got my first one from my father and I took it with me to the USA. I always liked its simple, elegant style. It also reminded me of home whenever I looked at it. I am very happy to wear a watch on my wrist that was completely made in the Czech Republic and that represents tradition, skill and quality.
Curator of the engineering and watchmaking collections of the National Technical Museum (NTM) in Prague. He is the author of a number of (professional) articles and books, and has published in France and Germany. He has curated watchmaking collections at national heritage sites, participated in the preparation of the clock exhibition in Šternberk and is responsible for the Time Measurement exhibition at the NTM.
In the Czech lands, production facilities in numerous technological fields were built in the 19th and 20th century. These ranked among European and world leaders in their given field. Unfortunately, many of them disappeared in the severe economic turbulence that marked the end of the 20th century, which worries me as a historian of technology. I am therefore all the more pleased that it is in the field on which I am professionally focused that this tradition has been maintained. I am very pleased that thanks to the great enthusiasm in Nové Město, we have not only managed to maintain the production of high-quality mechanical wristwatches, but also preserve the expertise, craftsmanship and value of the PRIM brand.
Strategic Director at LogEx Logistics, graduated from several schools and completed his managerial education at the University of Prague by obtaining an MBA degree. In his youth he played basketball, but now actively plays squash and does paragliding. He is dynamic in his professional life and likes a well-finished job with clear results. He looks for innovative methods and his important milestones include successful cooperation with world-famous car manufacturers and project management in several companies.
I think that the PRIM Manufacture 1949 watch basically says something about the wearer of this brand. I like the detail, individuality and quality. I am also a patriot. Logically, my choice was determined by a brand I respect, PRIM. My first watch was a Prim, as was the second, a waterproof PRIM Sport, which I received from my parents upon graduating. I have chosen to continue this tradition and now wear the elegant PRIM Diplomat.
