History of PRIM

The history of industrial watchmaking in the Czech Republic begins in 1946, when the Chronotechna company was founded in Liberec. Two years later, the national enterprise Chronotechna was established with its headquarters in Šternberk. The plan to produce wristwatches was conceived as early as 1948, but its implementation did not begin until the 1950s. In 1954, the first watch prototypes were produced at the Nové Město nad Metují plant, inspired by the French LIP R 25 movement. These watches had 15 ruby jewels, an anchor escapement and a self-compensating hairspring. Serial production began in 1957. The first Czechoslovak wristwatches did not yet carry the PRIM name. In a public competition, the name SPARTAK was the winner. Gradually, however, the PRIM name appeared not only on alarm clocks and wall clocks, but also on wristwatches. With the onset of electronics, the TESLA Rožnov plant began developing and producing quartz movements for Chronotechna.

Experts devoted a great deal of time to testing and inspection, resulting in watches that were accurate, reliable and durable. Even today, all our watches undergo rigorous daily testing. The best confirmation of their quality is our satisfied customers who wear PRIM watches every day. Their satisfaction motivates us and our watchmakers are constantly working to improve the movement, design and durability of our watches.

After 1989, the national enterprise Chronotechna was privatised. After the Velvet Revolution, however, fundamental changes took place that eventually caused major and prolonged difficulties for both the brand and the watches themselves and their production. A major stumbling block was the duplication of the brand, with the PRIM name appearing in the production of two already independent plants. Watch production took place both in Frýdek-Místek and in Nové Město nad Metují. Both companies thus contributed to the continuation of the brand and the story of Czech watches, but each in a different direction. The consequences of hasty decisions at the time meant many years of unpleasant court disputes and great confusion in the watch market.

In the spring of 2025, the two companies that held the rights to the Prim brand were successfully merged. The merger of MPM Quality and Elton hodinářská marked the beginning of a new chapter for the unified Prim. This step is absolutely crucial for maintaining the watchmaking tradition and, above all, for its development and the growth of the Prim brand.

The success and revival of the PRIM brand is the result of many years of cooperation with retailers who believe in our brand and actively communicate with customers. Thanks to them, we have revived interest in quality mechanical watches. The growing sophistication and diversity of our customers constantly inspires us to develop and innovate.

PRIM watches from our production are constantly tested and improved, enabling us to set trends in the industry. Our clientele includes prominent personalities, athletes, celebrities, but above all you, our discerning customers, who appreciate the everyday durability and quality of PRIM watches. Our designers and watchmakers regularly create new collections using the latest technologies and materials. PRIM are honest watches made with love, tradition and experience. In the new millennium, we have breathed new life into PRIM watches in a modern guise and revived what was forgotten after the fall of socialism. The classic and timeless look of PRIM watches has become synonymous with simple elegance. The allure of Czech PRIM watches lies in their carefully crafted design, which perfectly complements both formal and casual outfits. With PRIM watches, you will stand out from the crowd and own an original piece.