PRIM ELTON TV LE

Many PRIM watch models rightfully carry the label legendary or iconic. This applies fully and without exception to this watch as well. They are also unforgettable, sought-after, popular, and eagerly anticipated.

That’s what they were called from their first release on the market. Characteristic monoscope pattern and square shape. Playful design from the late 1970s and early 1980s. Even back then, they captivated the public and became sought-after. And that has remained the case to this day.

New, energetic, charismatic. Highlighting innovation while preserving nostalgia. A modern direction hand in hand with the original. For everyone who values quality and the charm of memories in an innovative form.

PRIM ELTON TV LE: Czech design by designers Lukáš Tláskal and Lukáš Taneček. The best of PRIM’s in-house manufacturing in Nové Město nad Metují. In-house movement with automatic winding. The first representative of the Retroactive product line. And the first to carry the new PRIM unified identity logo.

A square case and a deep view of the dial with the characteristic monoscope. The orange second hand gently and playfully draws attention. The colour perfectly complements the high-quality leather strap. On the case back, there is a pictogram – the PRIM watch symbol, the edition number, the monoscope pattern, and the watch name.

Packaging in a luxuriously crafted wooden box, which can also serve as a place to store this exceptional piece.

Inside this model beats the in-house PRIM caliber 98.00 movement with automatic winding. With 22 jewel bearings, it performs 21 600 vibrations per hour (3 Hz). The power reserve is at least 48 hours.

The edition is limited to only 100 pieces.

For the PRIM ELTON TV LE watch, we mainly wanted to keep the strong and clear DNA of the original “television” models. Their shape and design are iconic, recognized by almost everyone in the world of watches – and surely by many outside it as well.

We based the design of the new model on the strong design foundation of the original watch. We wanted to transform the original idea into a modern form — into a contemporary yet refined design. At the same time, the theme of preserving clear references to the original model remained very important.

Personally, I believe that everything we came up with for the shape and appearance of the watch case and everything we wanted to bring to life turned out exactly as planned. When I received the first 3D prints of the watch, or later when I held the prototype case in my hands, I knew we had done our very best and were on the right path to creating a high-quality and beautifully designed watch. This feeling was confirmed when I held the finished watch for the first time. It looked exactly the way I had imagined it.

I think the whole team, every colleague, did an amazing job in developing the PRIM ELTON TV LE watch. It is only right to thank everyone, because without each and every one of our colleagues at PRIM, this watch would never have been created. Thanks also go to our external colleague, designer Lukáš Taneček, who worked with us on the “television” project.

I hope this model will appeal to our regular customers. I also hope it will attract new people for whom it could be an entry point into the world of PRIM watches. And somewhere deep down, I wish and hope that this watch will succeed in becoming the next icon…

Lukáš Tláskal, designer

The courage to stand out.

The Television model belongs to the iconic watch design of PRIM from the late 1970s and early 1980s. It was characterized by boldness, playfulness, and geometric shapes. New technologies, optimism, and a desire for change.

The name “Television” comes from the distinctive shape of the case, which resembles a TV screen that, in the late 1970s, was a symbol of progress, global connection, and modern lifestyle. At that time, the model was seen as a design experiment. Today it returns as a statement of the boldness and playfulness of Czech design. The word ELTON in the name helps to distinguish the original and current model, as well as making it easier to search for.

The new PRIM ELTON TV LE model, with humility, deep respect, but also healthy self-confidence, emphasizes the original concept using modern technologies and innovative manufacturing methods. It preserves the charisma, key proportions, and harmony of the dial. It introduces a new case construction and the elegant proportions of the 21st century.

This model carries the new logo. It marks a new chapter in the great history of PRIM with the brand’s new identity after its unification.

The orange second hand contrasts with the characteristic television dial and case. The high-quality leather strap emphasizes the overall design of the model, and the luxurious packaging in a quality box completes the unique impression.

Inside this model beats an in-house movement – the PRIM caliber 98.00 with automatic winding. With 22 jewel bearings, it performs 21 600 vibrations per hour (3 Hz). The power reserve is at least 48 hours.

The edition is limited to only 100 pieces.

When designing the model, it was important – and we succeeded – to:

• Innovate an icon of Czech watchmaking history
• Create a model with a square case
• Combine retro design with innovations and modern techniques
• Continue the model under the ELTON/PRIM designation
• Combine current customer demands and original style
• Confirm durability and versatility
• Emphasize details in the form of pictograms on parts of the watch