Thank you for letting us be part of Dakar 2025
With great pride and gratitude, we share an exceptional moment that connects our PRIM brand with the legendary Rally Dakar race. The limited edition PRIM Dakar 2025, which we produced in a run of 100 pieces, not only commemorated this extreme rally but, above all, helped a good cause.
One unique ambassador piece from Miloslav Janeček – the only one that was physically present at the Dakar itself – was auctioned for an incredible CZK 62,000. The winning bidder was Aleš Zelenka, a passionate collector of Dakar artefacts, who received this exceptional piece at a ceremony held at MMX Pivovar in Lety u Dobřichovic. The watch was also accompanied by a certificate signed by this year’s Dakar winners.
The entire proceeds from the auction were donated to the Vize97 Foundation of Dagmar and Václav Havel, which helps where it is needed most. We thank Olga Lounová, who lent her energy to the idea of this charitable project, and also everyone who followed the Dakar through Dakar mobilem and contributed via the bonus programme.
PRIM and Dakar: A Union of Tradition, Performance and Values
We are a proud partner of Dakar because we share the same values: endurance, precision and the courage to push boundaries. Every watch from the Dakar 2025 edition carries the spirit of adventure, but this particular piece now also forever symbolises solidarity and helping others.
Thank you to everyone who was part of this beautiful story.
Together we prove that even small details – such as a handmade Czech time machine – can have a big impact.