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 company Chronotechna was founded with its headquarters in Šternberk. The plan to produce wristwatches was conceived in 1948, but it was not realized until the 1950s. years. In 1954, the first prototypes were produced, inspired by the French LIP R 25 movement. This watch had 15 ruby stones, an anchor step and a self-winding hairspring. Series production began in 1957.

At that time Chronotechna gave the name PRIM not only to alarm clocks and wall clocks, but gradually the brand was also used for wristwatches manufactured in Chronotechna’s subsidiary plant in Nové Město. With the advent of computerization, the TESLA Rožnov plant began to develop and produce quartz machines for Chronotechna.

Our experts spent a lot of time testing and checking, resulting in a watch that was accurate, reliable and durable. Even today, all our watches undergo thorough daily tests. The best confirmation of their quality are our satisfied customers who wear PRIM watches every day. Their satisfaction motivates us and our watchmakers are constantly working to improve the performance, design and durability of the watches.

After 1989, the national enterprise Chronotechna was privatised. After the Velvet Revolution, however, fundamental changes occurred that led to the gradual deterioration of the PRIM brand. The plant in Nové Město nad Metují ceased production in 1994 and continued to assemble watch movements only from stock parts. As a result, the famous PRIM brand gradually started to disappear from the Czech market.

Chronotechna’s (Elton) individual enterprises struggled with inefficient socialist production and distribution, were stolen and eventually went bankrupt. The production of in-house movements was discontinued in the mid-1990s for economic and technical reasons, and PRIM watches began to be produced exclusively with foreign movements.

The PRIM brand was revived in 2001 by MPM-Quality, which purchased the rights to the brand and all its related assets. Thanks to this renewal, PRIM started to regain its position not only on the Czech market, but also in the European Union, the USA and Asia.

The success and renewal of the PRIM brand is the result of many years of cooperation with dealers who trust our brand and actively communicate with customers. Thanks to them, we have revived interest in quality mechanical watches at affordable prices. The increasing complexity and diversity of our customers is constantly stimulating us to develop and evolve.

Our PRIM watches are constantly tested and improved, which allows us to set trends in the industry. Our clientele includes celebrities, athletes, celebrities, but above all you, our demanding customers who appreciate the everyday durability and quality of PRIM watches. Our designers and watchmakers regularly create new collections using the latest technology and materials.

PRIM is an honest watch made with love, tradition and experience. In the new millennium, we have breathed new life into PRIM watches in a modern coat and restored what was forgotten after the fall of socialism. The classic and timeless look of PRIM watches has become synonymous with simple elegance. The appeal of Czech PRIM watches lies in their carefully thought-out design, which perfectly complements both formal and casual outfits. With a PRIM watch you will stand out from the crowd and own an original piece.