PRIM today

Welcome to the world of PRIM. With pride and great joy, this world is now united as one. In 2025, the two companies that held the rights to the PRIM brand finally merged, and the entire team can now fully focus on developing the brand and Czech watchmaking tradition. Our goal is clear – to produce the best Czech watches and to carry on the legacy of our predecessors. We want PRIM to be a brand that Czech people are proud of and that is respected worldwide. Thank you for your trust and support. The Pleva family

We leverage the backing of a strong company with 25 years of experience in the watchmaking industry. We are the only holders of the CZECH MADE certificate in the watch segment and we certify new PRIM watches every year. Czech origin, tradition and quality are the pillars on which the PRIM brand stands.

Our company draws on a long tradition dating back to 1949, when the foundations of the PRIM brand were laid. Thanks to our excellent employees and watchmakers, we are able not only to assemble watches, but also to design and develop our own movements, dials, cases and other components. We are constantly investing in new technologies and equipment to ensure the highest quality of our products.

The new calibre, on which we are intensively working in our own development and design department, will be gradually and very thoroughly tested and subjected to demanding trials. Once we have 100% verified that it meets our strict quality standards, we will proudly present it to the world. This is our commitment to excellence and to the legacy of Czech watchmaking.