Uncomplicated: it rejects gadgetry and complexity; it is easy to understand and use. Pure: promotes performance and reliability through innovation 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.