About us
About the Company
Welcome to the digital world of PRIM watches. Our history dates back to 1946. We consider the founding of the state-owned company Chronotechna in Liberec to be the cornerstone of future PRIM watches. Serial production of watches in the then Czechoslovak territory began in 1957.
The first Czechoslovak watches were named Spartak and are still considered iconic to this day. The PRIM designation came later.
It is a great honour and pride for us to be the only successor to the national watchmaking tradition and to continue writing new chapters in the story of quality Czech watches. PRIM is our passion and a great responsibility. A commitment as well as a joy.
Present Day
The foundation for the success and preservation of the PRIM brand, even during times of political change, was long-term cooperation with retailers who believed in our brand. Through authentic communication and genuine enthusiasm, they were able to present and sell our watches, inspire customers with our story and with the work we do.
PRIM watches are continuously tested and improved, which is why they set trends in the field. Our customers include prominent personalities, athletes, and celebrities, but above all you – our demanding customers. Our designers and watchmakers directly at the company headquarters regularly create new collections and use the latest technologies and materials.
PRIM are honest watches made with love, tradition and experience. In the new millennium we have given PRIM watches new hearts in a modern design and continue the long tradition of watchmaking craftsmanship. The classic and timeless appearance 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 attire and a casual outfit. PRIM watches are unique – with them you stand out from the crowd and own an original piece.
Cooperation with renowned companies also brings us joy and moves us forward. For example, components made by Czech glassmakers set into our watches confirm that the Czech Republic has many high-quality products and master craftsmen. A great example is our cooperation with the renowned company Preciosa.
CZECH MADE
We make use of the background of a strong company with more than a quarter of a century of experience in the watchmaking industry. We are the only company in the watchmaking segment to hold the CZECH MADE certificate, and every year we regularly certify new PRIM models.
TECHNOLOGY AND ASSEMBLY
Many years of experience in the field place us among the leaders in the industry. Thanks to increasingly modern manufacturing possibilities, we give traditional craftsmanship a modern and more precise execution while maintaining a high share of manual work.
PRIM watches are designed, manufactured and assembled directly at our headquarters in Frýdek-Místek and in Nové Město nad Metují. We produce a manufacture type of watches from the initial design through complete production and equip them with an in-house movement. For others, we cooperate with top specialists from abroad. We create watches that emphasise the character of their owner and, above all, are made from high-quality materials at an affordable price for our customers.
The Beginnings of Watchmaking Production
The beginning of industrial watchmaking production can be considered the year 1946, when the Chronotechna company was established in Liberec. Two years later the national enterprise Chronotechna was founded with its headquarters in Šternberk. A plan to produce wristwatches was created in 1948, but it was not realised until the 1950s. In 1954, the first five watch prototypes were produced, based on the French LIP R 25 movement. They had 15 jewel bearings, an anchor escapement and a self-compensating hairspring. Serial production began in 1957.
At that time Chronotechna gave the name PRIM to alarm clocks and wall clocks, and later the same brand began to be used for wristwatches at the Chronotechna branch plant in Nové Město. With the gradual electronic development, quartz movements for Chronotechna were also developed and produced by the TESLA Rožnov plant.
TRADITION AND QUALITY
Experts devoted a great deal of time to testing, inspections and trials. This resulted in watches that were precise, reliable and durable. Likewise today, all our watches undergo demanding daily tests. However, it is primarily satisfied customers who confirm the quality of the watches through active wear. They motivate us to continuously improve the movement, design and durability of our watches.
Privatisation
After 1989, the national enterprise Chronotechna was privatised. After the Velvet Revolution, however, fundamental changes occurred that eventually caused major and prolonged difficulties both for the brand and for the watches themselves and their production. A major complication was the duplication of the brand, when the name PRIM appeared in the production of two already independent factories. Watches were manufactured both in Frýdek-Místek and in Nové Město nad Metují. Both companies thus contributed to continuing the brand and the story of Czech watches, each in its own direction.
In the spring of 2025, it was possible to unite both companies that held the rights to the PRIM brand. The merger of MPM-QUALITY and Elton hodinářská marked the beginning of a new chapter of the unified PRIM. This step is crucial for preserving the watchmaking tradition and, above all, for its further development and the growth of the PRIM brand.