A woman leading in the field of precision engineering? Indeed, that is Renáta Červenák Nývltová, the CEO of ELTON hodinářská, with whom we talked about the company’s history, the unification of the PRIM brand under new ownership, and their ambassadors. As a finalist from the 2023 Manager of the Year competition, she is now contributing her insights as a member of this year’s evaluation committee.
PRIM watches have been measuring time for 75 years. Are you managing to blend tradition with a fresh vision?
Absolutely. When you look at our watches, you will instantly see that we preserve the distinct PRIM DNA in our designs, staying true to tradition. At the same time, innovations are evident, like more sophisticated case constructions, handcrafted facets, the use of intriguing and unique materials, and customisations for discerning clients. Our production not only involves high-quality craftsmanship but also employs the same modern equipment as renowned international brands. The result is watches with a captivating charm and entirely Czech roots, produced locally while integrating new technologies, contemporary trends, and concepts.
In our collection, we offer both classic iconic models that uphold timeless watch designs, as well as more contemporary pieces. We are constantly developing these and are eager to delight our customers.
This year, as we celebrate the 60th anniversary of the Orlík model, the cornerstone of national watchmaking, we are launching editions in a modern style while maintaining the traditional characteristics of this legendary watch.
A recent announcement regarding the company’s new owner has resolved the long-standing disputes concerning the logo and brand. What do you envision for the future after this change?
I am optimistic about the future. The long-standing legal disputes, market confusion, and constant challenges both locally and internationally have come to an end. We are now under the ownership of someone experienced in the industry, which I see as a significant advantage. Following our initial meetings, we agreed on the key issues regarding the company’s direction, which is crucial for PRIM. I recognise that the announcement of the new owner has stirred emotions, particularly among our customers and brand enthusiasts. However, I am confident that we will soon demonstrate the validity of this decision to everyone. The unification will benefit and strengthen both the brand and the company. I am sure that, over time, this partnership will prove to be the only possible, effective, and correct choice.
Throughout the years, various notable personalities have linked their names with the PRIM brand. Could you describe to the readers the significance of ambassadors and advocates for your watches?
With pride and joy, I can mention several current sports stars and Olympians from various fields, such as the top Czech golfer Sára Kousková, biathlete Michal Krčmář, and sport shooter Jakub Tomeček. An important figure is rally driver and internationally recognised film stuntman Martin Semerád. From the cultural sector, playwright David Drábek is a loyal supporter of ours, actor Hynek Čermák wears our Orlík watch, and stunning photographs have been taken with Aneta Vignerová. Another collaborator who has brought new challenges to us is Jaroslav Kočárek, a diver honoured by the President. In the past, PRIM watches were showcased by kayaker Josef Dostál and model Taťána Kuchařová. It is also no secret that our current President wears the Orlík watch.
Our ambassadors are lasting figures in their respective fields. They are not “superstars” that come and go. This, I believe, carries significant symbolism. The Prim watches from Nové Město stand for value and timelessness, offering this to both customers and collectors. They do not follow trends or succumb to fast fashion. Instead, they convey elegance, style, and the enduring story of time.
Thank you for the interview.
