PRIM watches
PRIM is a Czech manufacturer of men's, women's and children's watches. The first PRIM trademark was registered in 1956 for alarm clocks and mechanical clocks. The Prim brand is currently used by two watch manufacturers, MPM-Quality, v. o. s. from Frýdek-Místek and Elton hodinářská, a. s. from Nové Město nad Metují. Elton hodinářská produces luxury watches to order, costing tens of thousands of crowns, and manufactures the parts in the Czech Republic (except for some straps from Slovenia). MPM-Quality assembles its watches from parts from the Czech Republic or imported from abroad, which are more affordable even at lower price levels. MPM-Quality is the rightful owner of the PRIM brand and trademarks and has been allowed to use the Czech made mark since 2010. Watches bearing the PRIM mark are now sold throughout the EU and, thanks to the PRIM Preciosa model, also in the USA and Asia. The PRIM brand has also been the official supplier of the Czech Olympic team since 2018. Brand ambassadors include the music group Mirai, car racer and six-time winner of the Dakar Rally Karel Loprais, leading Czech dancer Lukáš Hojdan and blogger and world vice-champion in sports aerobics Karolína Šramlová. PRIM watches were given to Tour de France winner Carlos Sastre or famous slalom racer Alberto Tomba.
PRIM watches have quartz movements with a battery or mechanical movements, on the production of which the brand cooperates with leading world manufacturers such as Swiss Ronda and Valanvron, or Japanese manufacturer Citizen Miyota. A large number of watches can include a chronograph in their functions, and some models of PRIM watches are waterproof up to 500 meters.
PRIM watches strive to ensure that everyone can choose from their wide range of models. At the same time, the company places great emphasis on preserving history, quality and uniqueness.