Brand Pillars

For people who are good at what they do

Brand motto

Prim is our national treasure. For Prim, the treasure is its employees, its customers and its long tradition of making and selling watches. That is why our main brand motto became the sentence “Prim – for people who are good at what they do.” We want to show how much we value people – our people. We know watches, and we respect everyone who is also good at something.

We love working hard so that our customers can wear a piece of our work and of the Czech brand’s legacy on their wrist.

“We will continue to build the Prim brand as a symbol of honest, high-quality watchmaking. We want everyone not only to be able to feel the quality of a Prim on their wrist, but above all to take joy in it.”

Barbara Uher Hanková, Managing Director, Prim

Prim Logo

Brand symbol

Throughout its history, Prim has had a great many logos, thanks to
which it was easily recognisable. For many, though, perhaps also hard to read – precisely because of the multitude of logos. We have
unified all the logos into one – the one with which Prim
was born in the 1960s.

We gave it great care and gently modernised it so that it works today while honouring the brand’s legacy.

The moment we faced the decision of how to unify Prim, we had to choose which logo the brand would carry. Prim has many values it is proud of. With watches, one of the most essential is handcrafting – and handcrafting means people. That is why we want them at the centre of our attention. Whether it is customers, employees or everyone else… everyone is good at something. Both “our” people who make the watches and those we make the watches for.

And so we returned to the very original, so-called arched logo; it has only undergone a light refresh, a rejuvenation, and we adapted it for today’s technologies. The logo is unique and authentic – it belongs to Prim.

The treasure of our watchmaking

Prim Manufactured

The pinnacle of our watchmakers’ mastery are watches with their own – in-house – calibre (movement).
These watches will proudly bear the Prim Manufactured designation.
PRIM Manufacture
PRIM Manufacture

A gradual change

What you may come across

Prim is a big brand with a big history. Over the decades, the logos it used have accumulated too. So even today, after the unification of the brand, you may often come across logos other than the current one. Remaining stock will be sold off for some time, so you can still catch pieces that will become true history. At the same time, all new models will already proudly bear the new logo.

Watches may also carry the symbol of the Nové Město arches, which we intend to keep.

PRIM with arches
PRIM text
PRIM Star
Manufacture PRIM 1949
PRIM P Logos

Summary

What does Prim look like?

We use one logo, watches with our own calibres (movements) bear the Prim Manufactured designation, and components may feature the symbolism of the Nové Město arches.
PRIM Logo
PRIM Manufacture

For those who are good at what they do.