History of PRIM

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 esc
apement 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.

Experts devoted a lot of time to testing and checking, and thus watches were created that were accurate, reliable and durable. In the same way, all our watches currently undergo daily tests, but it is mainly satisfied customers who confirm the quality of the watches by wearing them every day. Our satisfied customers motivate us and force our team of watchmakers to constantly improve the operation, design and durability of watches.

After 1989, the national enterprise Chronotechna was privatized. However, after the Gentle Revolution, changes occurred and the brand began to deteriorate. The plant in Nové Mesto nad Metují was forced to stop production in 1994 and has been assembling watch movements from spare parts all this time, until the time when the famous PRIM brand was forgotten on the Czech market. The individual enterprises of Chronotechna (Elton) gradually did not manage the inefficient socialist production and distribution, were robbed and went bankrupt. For economic and technical reasons, the production of in-house movements was thus ended in the mid-nineties, and exclusively foreign movements began to be used in the production of PRIM watches.
The individual enterprises of Chronotechna (Elton) gradually did not manage the inefficient socialist production and distribution, were robbed and went bankrupt. For economic and technical reasons, the production of in-house movements was thus ended in the mid-nineties, and exclusively foreign movements began to be used in the production of PRIM watches.
Thanks to the company MPM-Quality, in 2001, the PRIM brand began to reassert itself on the Czech market, but also in the countries of the European Union, the USA and Asia. This is PRIM from a watch manufacturer who bought the brand in 2001 from the former manufacturer Chronotechna and owner of the brand and all rights to the PRIM brand.

The basis for the success and revival of the long-forgotten PRIM brand was long-term cooperation with merchants who believe in our brand and were able to communicate directly with customers, thereby reviving interest in quality mechanical watches at affordable prices. An inseparable incentive for our development and growth is the growing demand and diversity of customers.
PRIM watches from our production are constantly tested and improved, therefore they determine trends in the industry. Our customers include prominent personalities, athletes, celebrities, but above all you, our demanding customers, who appreciate the everyday durability and quality of PRIM watches. Our designers and watchmakers directly at the headquarters of our company regularly invent new collections and use the latest technologies and materials.
PRIM is an honest watch made with love, tradition and experience. In the new millennium, we gave PRIM watches a new heart 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 appearance, which will perfectly complement a formal outfit as effectively as a casual one. PRIM watches are unique models that will make you stand out from the crowd and own an original piece.