PRIM

PRIM is the Czech watch brand whose industrial history begins in 1946, when the Chronotechna company was founded in Liberec. Two years later it became a national enterprise based in Šternberk. The plan for a wristwatch dates from 1948. The first prototypes were made in 1954 at the plant in Nové Město nad Metují, inspired by the French LIP R 25 movement. They had 15 jewels and a self-compensating hairspring, and series production started in 1957. The first Czechoslovak wristwatches carried the name SPARTAK after a public competition. The PRIM name spread from alarm clocks and wall clocks to wristwatches over time. After 1989 Chronotechna was privatised. The brand ended up split between two independent producers, one in Frýdek-Místek and one in Nové Město nad Metují. That split led to years of legal disputes over the trademark. In spring 2025 the two rights holders, MPM Quality and Elton hodinářská, were brought together. The regional daily Deník reported on 6 June 2025 that Petr Hanko, owner of MPM Quality, had bought Elton hodinářská from the CSG group. The purchase ended the disputes and left PRIM with a single owner, with production in Nové Město to continue. Official boutiques operate in Frýdek-Místek at Příborská 1473, in Prague 1 and at Náchodská 2105 in Nové Město nad Metují. Each of the official boutiques also handles servicing of the watches for their owners.