Hopefully focussing on certain performance aspects - as I have in the text - doesn't imply that the new Primare is the type of component that elicits a sort of dry, analytical response - far from it - our musical enjoyment has been greatly enhanced by the upgrade, very much a case of less of the electronics coming through & more of the music, - colour me one happy owner.
In the mid 1980s, long before anyone had heard of 'lifestyle' design, the first Primare range of hi-fi components was launched. The now celebrated 900 Series and 200 series products symbolised a radical shift in the way music systems were perceived: they proved that great sounding hi-fi could also be rewarding to look at and easy to use. Overnight the rules of engagement had changed: Primare made hi-fi for living as well as for listening! Then an association with Xena Audio of Sweden, famous for its Copland and QLN brands, integrated the talents of Primare’s Bent Nielsen and Xena’s Lars Pedersen. Pedersen’s production experience and Nielsen’s unrivalled comprehension of the brand’s ethos combined to create a new commercial momentum for Primare, which would optimise its potential to enhance every living space with extraordinary looks and breathtaking sound. By the mid 1990s the true nature and appeal of Primare had been defined. Continuous Innovation and entrepreneurial dynamism gained Primare a reputation for excellence among consumers and designers alike.
When engineer Bjorn Holmqvist joined the team in the late 1990s, Primare was ready to be counted as one of the world’s most progressive and desirable high-end hi-fi companies. Since then successive generations of Primare products have enshrined the brand’s uncomplicated Scandinavian design ethos. Individually or combined within matching systems under the command of a single intuitive handset, they continue to prove that great hi-fi design can inspire lovers of fidelity and aesthetics in equal measure.
Technology should evolve to remove complexity, yet bundled with each new gadget are features we’ll never use, programming tasks we’d rather not think about and multi-functional controls that seem counter-intuitive. Primare’s answer is quintessentially Scandinavian: embrace the best technologies but simplify access to them. We try to understand the complicated stuff so that you can appreciate and enjoy the value of simplicity. We believe that real sophistication resides in the power of a functional, reliable design that looks and feels good and that performs really well. We incorporate the qualities that we think will bring you satisfaction over many years. Primare is a democracy of design: a close-knit team of experts seeks the most practical solutions required to deliver the Primare user experience.
A Primare Sound?
There is no ‘Primare sound’: Primare is in the service of audio and video fidelity. There is no specific design objective to create the ‘Primare sound’. The goal is to reduce noise and distortion in the signal path by using the best possible components, multiple internal power supplies, short signal transits, isolated display/control/processing/amplification circuits and by placing all gain control in one device. Primare's product is... Uncomplicated: it rejects gadgetry and complexity; it is easy to understand and use. Pure: promotes performance and reliability through innovative use of high quality materials. Evolutionary: it is guided by a practical, logical, common sense design approach. Designs are realised with the best technologies appropriate for the application. Beautiful: its appeal is of uncluttered elegance, which is easy to appreciate and integrate at home. Consistent and reliable: all Primare products are conceived and built according to a long-established design ethos.
UFPD - Leaner, Cleaner, Greener amplification
Primare’s new UFPD (Ultra Fast Power Device) amplifiers represent a new type of purified Class D/switch-mode design which delivers a natural dynamic quality of sound across the entire audible spectrum while retaining an amazing energy-saving efficiency. The original Class D modules worked well as compact bass amplifiers but proved to be inherently unstable when asked to do ‘hi-fi’ things like accurately reproduce a female voice or percussion instruments: distortion at 7kHz could be as much as one hundred times the level at 1kHz. UFPD has the ability to apply a constant loop gain across the entire audio band, treating all frequencies with the same level of care, and producing a response which is consistent regardless of load. This means that UFPD is able to drive any speaker, creating a vividly natural rhythmic sound while keeping power consumption at a fraction of that used by a traditional amplifier. With UFPD, Primare has inspired a new generation of smaller, more powerful hi-fidelity amplifiers, perfect for our environmentally conscious multi-channel age. Download the PDF for more information.
What if the only thing you ever trashed was built-in obsolescence?
The virtues that make Primare special can be yours to keep for as long as you like. In typical fashion, Primare is looking beyond the latest fad or next format war to secure for its owners long-lasting peace of mind and enduring satisfaction. Its new modular design approach means that you can continue to cherish Primare’s indomitable build quality and sophisticated Scandinavian aesthetic in the knowledge that its world-class performance will never be out of date. Our engineers have endowed the new designs with an open modular structure where upgradable video, DSP and communications boards simply locate and connect with our award-winning analogue architecture. Higher order video resolutions and connections, faster digital audio and even streaming will enhance rather than threaten the Primare design you love. More importantly still, you’ll know that the feature, once implemented, will have been optimised by Primare for state-of-the-art performance and reliability. Our choice of modular topology gives you the time to appreciate the reality that in a throw-away world, Primare’s quality really is timeless.