More than two decades of disputes over the Prim trademark have come to an end. The company Elton hodinářská, previously part of the CSG group owned by Michal Strnad, has been sold to Petr Hanko, the owner of MPM Quality a.s. This historic step concludes years of legal conflict and unifies the iconic Czech brand Prim under a single owner. The transaction price was not disclosed by either party.
“Prim is unique. This brand is a symbol of Czech precision and tradition, and that’s why we decided to end the disputes by selling Elton hodinářská to Petr Hanko,” said Stanislav Kuba, Investment Director at CSG, who negotiated the deal. “Prim is one of the most iconic Czechoslovak brands, alongside Baťa, Tatra, and Škoda. We believe that unified ownership and clear communication with customers will open new opportunities for the brand's growth. We respect Mr. Hanko’s work and are pleased that the Prim brand will continue under his family’s leadership.”
Petr Hanko, owner of MPM Quality, commented on the acquisition of Elton hodinářská: “The merger of both companies fulfills our long-term goal. Prim is close to my heart, and I am committed to continuing the production of high-quality watches in Nové Město nad Metují. I thank Mr. Strnad and his team at CSG for their collaborative approach. Under the leadership of my daughter Barbara, who will take over management of the newly merged company, we will ensure that the Prim legacy grows and reaches both Czech and international customers.”
The two companies are merging into a single entity, creating a unified enterprise with a clear vision for further developing the Prim brand. The new management emphasizes the continuity of Czech watchmaking values, the preservation of quality and tradition, and strengthening competitiveness through innovation. The newly unified company will work closely with the current management of the production facility, ensuring a smooth transition and preservation of know-how. Both parties share a common commitment: to elevate the Prim brand, its heritage, and growth potential to where it historically and rightfully belongs.
The new managing director added: “Taking on the leadership of the Prim brand is a great honor and responsibility for me. My goal is to honor the legacy of Czech watchmaking, preserve the quality and tradition of Prim, and at the same time introduce innovations that will strengthen its position not only in the Czech market.”
This merger definitively closes previous legal disputes and strengthens Prim’s market position. The newly unified company is committed to maintaining a strong connection with Nové Město nad Metují, the birthplace of Czech watchmaking, while also looking ahead to meet the needs of a new generation of customers. “Preserving the legacy and quality that define the Prim brand, while preparing it for the future - that is our shared goal,” said Barbara Hanková.
“This step demonstrates that respect and pragmatic solutions can overcome even long-standing disagreements. Prim deserves to be a symbol of unity and quality,” added Stanislav Kuba.
Both parties call on their business partners, customers, and fans of the Prim brand to welcome this new era, which promises the preservation of its legacy and the further development of the most significant Czech watch brand.
About the CSG Group
The global industrial and technology group CSG is owned by Czech entrepreneur Michal Strnad. It supplies technologies worldwide that help ensure a safer and more stable future. The group focuses on the development and production of strategically important products, systems, and technologies in defense, aerospace, the automotive industry, and other sectors. With key production sites in the Czech Republic, Slovakia, Spain, Italy, India, the United Kingdom, and the USA, CSG exports its products around the globe. The group continuously invests in the development of its companies and expands its core business activities. Among its key companies are Czech car manufacturer Tatra Trucks, Slovak artillery ammunition manufacturer MSM Group, U.S. small-caliber ammunition manufacturer The Kinetic Group, and Czech radar producer Eldis. CSG is focused on developing and producing strategically essential products, systems, and technologies that are crucial for defending fundamental civilizational values. CSG employs over 14,000 people across its integrated and affiliated companies. Including full-year results from The Kinetic Group for 2024, CSG's revenue reached €5.2 billion. Consolidated group revenue was €4 billion.
About MPM Quality, a.s.
Founded in 1993 in Frýdek-Místek, MPM Quality a.s. is one of the leading Czech manufacturers and distributors of timekeeping products and promotional items. With headquarters in the Czech Republic and branches in Slovakia, Poland, and Hungary, the company employs over 150 people and offers more than 3,500 products — from watches and clocks (under the brands Prim, MPM Quality) to office supplies under the Empen brand. Thanks to modern warehouse facilities with an area of 4,000 m² and a wide distribution network, the company efficiently serves both retail and wholesale partners as well as government institutions across the European Union. MPM Quality has long focused on efficiency, innovation, and quality. As part of its strategic development, it emphasizes process digitalization, faster customer service, and the automation of selected business and production operations. These steps ensure greater flexibility and improved customer service across markets. The company is also expanding into tourism, operating Hotel Troyer, Ski Park Gruň, and the Pustevny cable car in the Beskydy Mountains. It has also newly acquired and renovated Hotel Ráztoka, set to open in autumn 2025. With these projects, it continues to grow its presence in the hospitality segment, creating new opportunities for growth and partnerships. MPM Quality combines stable tradition with a modern approach and responds flexibly to market demands, maintaining the trust of customers and business partners throughout Europe.
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