We also produce watches for the world-famous company Preciosa and promote not only the Czech glassmaking, but also the tradition and quality of watchmaking under the PRIM brand, combined with our original designs. We utilize the capacity of a strong company with 25 years of experience in the field of watchmaking, we are the only ones in the wrist watch sector to hold the CZECH MADE certificate, and we regularly certify new PRIM models every year.
TECHNOLOGY AND MANUFACTURE
Our company builds on a 25-year tradition and experience in watchmaking, so we are able to manufacture watches that can comfortably compare with the best manufacturers of modern watches. Our partners include the world’s largest watchmakers, companies that use state-of-the-art and the highest precision technology to manufacture watch movements (from countries like Japan, Switzerland, Hong Kong, Taiwan and China).
PRIM watches are manufactured and designed directly at the headquarters of our company. We both create our own watch parts and also cooperate with our global partners, who we know deliver the most sophisticated and state-of-the-art, technologically demanding components in the highest possible quality. We create watches that accentuate the personality of their owner and are made of high-quality materials at an affordable price.
Beginnings of watchmaking
The beginnings of industrial wrist watch production date back to 1946, when the company Chronotechna was established in Liberec. Two years later was established the Chronotechna National Enterprise, based in Šternberk. A plan for the production of wrist watches was quickly prepared for 1948, however, it took another 50 years to put it into practice. In 1954, the first five prototype watches were produced, based on the French movement LIP R 25. It had 15 ruby jewels, anchor escapement and self-compensating string. Serial production began in 1957.
By that time, Chronotechna had given the name PRIM to alarm clocks and wall clocks, and only then did it begin to be also used for wrist watches at the company branch in Nové Město. With gradual computerization, quartz movements for Chronotechna also started to be developed and manufactured in the plant TESLA Rožnov.
TRADITION AND QUALITY
Over the years, experts devoted considerable time to testing and checking. Their efforts resulted in watches that were accurate, reliable and durable. As in the past, today, all our watches go through daily testing. Nonetheless, the quality of our products is primarily attested by customers who confirm their satisfaction by wearing PRIM watches as they go about their daily business. Keeping our customers contented continues to motivate us, forcing our watchmakers to improve their performance as well as the design and durability of our products.
Privatization
In 1989, the Chronotechna National Enterprise was privatized. After the Velvet Revolution, however, changes took place and the brand image began to deteriorate. Manufacturing at the plant in Nové Město nad Metují was forced to end in 1994 and only the assembly of movements from stocked parts continued until, finally, the once famous brand PRIM was forgotten on the Czech market. The individual Chronotechna (Elton) facilities, which had failed to deal with inefficient socialist production and distribution, were pillaged and eventually went bankrupt. Production of Chronotechna’s own clock movements was thus terminated in the mid-1990s for economic and technical reasons, and PRIM watches had to use foreign movements.
In 2001, thanks to MPM-Quality, who bought the brand and all associated rights to PRIM from Chronotechna, the brand returned not only to the Czech market, but also to the EU, the USA and Asia.
DEVELOPMENT AND EXPANSION
In 2001, our company, which had been producing and distributing watches since the 1990s, therefore bought the PRIM trademarks from Chronotechna (Eutech). We thereby restored this traditional brand of Czech clock products. Over the intervening years, the nearly forgotten name PRIM has slowly returned to life.
In the following year we immediately returned to the Slovak and Polish markets, and more gradually to other European markets. Today, we have branches in all the countries of the Visegrád Group and partners in many countries of Europe and around the world. As was the case for many years in the past, the PRIM brand produces affordable and top-quality watches for casual wear, social occasions and sports.