Primare

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. PHILOSOPHY 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.