Discover our world of sunglasses.

Your reliable Partner for more than 80 years

Large selection of branded products of top quality and top design with top service:
Look forward to sunglasses and more in perfection – from PRIMETTA.


Quality, service and reliability in sunglasses since 1928

UV protection up to 400 nm
perfect fit
> +45 °C
< –15 °C
easy to clean

Brand diversity:

We carry sunglasses of these brands:
Back in Black, Basefield, Catwalk, Gin Tonic, Junior,
Mawaii, Primetta, Route 66, Young Spirit, Venice Beach, Primetta nature based

Brand quality:

  • Tested according to European standards
  • Nickel safety
  • 100 % UV protection
  • Strong shape
  • Traffic suitability

Top Service:

  • Floor stands
  • Sales material
  • Reorder service
  • Sales hotline
  • Sales force support
  • Exchange service

Medical devices:

Reading glasses must meet the European directive concerning medical devices. Supported by independent testing facilities we make sure that all legal requirements are met.

Brand quality:

  • Tested according to European standards
  • Nickel safety
  • Strength of shape
  • Available in +1.0 up to 3,5 diopters

Top Service:

  • Floor stands
  • Sales material
  • Reorder service
  • Sales hotline
  • Sales force support
  • Exchange service

High quality Reading Glasses in various colors, shapes and optical powers.

according to medical
perfect fit
different powers
easy to clean

Perfect protection for your eyes

Automatic tinting
Non-glare vision


Polarized lenses block reflected rays. The results: Enhanced non-glare vision, better colour conception,contrasts in the range of vision become more apparent.


  • Distracting reflexes are filtered
  • Contrast enhancing effect
  • Reduction of glare
  • Safety in traffic and for water sports
  • 100 % UV protection


Sunglasses with photochromic lenses react to UV rays and temperature. Depending on the intensity of these factors the tint of the lenses is darkened by 10 % up 80 %.
Perfect use in sports and leisure at changing weather conditions.

Floor Stands

Take advantage of the power of brands

Quality goods demand an adequate presentation.

You have the choice: Various types of stands cater for an effective yet easy to handle appearance. Counter stands, small and large floor stands with a capacity from 24 up to 202 sunglasses. Choose between different colors and materials to match the interior design of your shop.

The stands are easy to clean, sturdy and as a matter of course fully recycable.

Floor stands of Primetta are available in various types.

Contact us now!


Reorder service and exchange service – free of charge

Styles sold out? No problem. Your individual reorders will be delivered usually within 48 hours. Exchange of justified claims and styles not wanted is a further service of PRIMETTA – for you free of charge.

The Primetta sales force is known for their professional advice to maximize your sales. Benefit from the experience our staff! They know the marketplace for many years, know what they are talking about and are eager to give your sales the essential push.


Venice Beach

This is boardwalk, muscle beach, halfpipe, fortune tellers and lust for life. This is FASHION IN EYEWEAR!


Adult sunglasses in popular price points. Colorful, plain, modern, classical, bold, conservative.


ROUTE 66 means freedom, adventure and nostalgia. You will find this in the Route 66 collection. Plain and succinct design emblematises the timeliness of Route 66.

Young Spirit

Young fashion can be bold. The primary target group of 16-25 finds the right selection in this line. Many styles are avalable in beefy fashion colors.

Back in Black

Inspired by the californian beach wear crowd. Hitting the spot for fashion conscious and sporting people.


You will find the Basefield style in this collection. Suits the casual business outfit, the contemporary ladies fashion and the sporty leisure look with that certain something.


Up-to-date trends and designs of the world of ladies’ fashion. Transferred to a large collection of fashion sunglasses. Inspired by the fashion shows in Paris, Milano, New York …


Sunglasses for the fashion-conscious man! From desire for nonchalance to exciting appealing.


Colourful and fashion styles made of sturdy material. Lots of fun for the young girls and boys 5 years and older.


Mawaii stands for a colorful way of life as well as for fashion. The fashion conscious, trendy and sporty consumer will find the sunglasses that suits her or him. With polarized lenses at attractive price points.


  • 1928
  • the fifties
    the fifties
  • the sixties
    the sixties
  • the seventies
    the seventies
  • the eighties
    the eighties
  • Today

Reliable Partner

since 1928

The company was founded in 1928 by August Wulf. Production of sunglasses started already in 1936.

Daily production reached a level of 25,000 pair of sunglasses in 1954. Another 30 years later Primetta sunglasses were available in 85% of the better department stores in Germany, Great Britain and U.S.A.

In the 1980s the economic environment changed and the company therefore concentrated on the European market. At the same time production was moved to other countries. Marketing and service gained importance swiftly.

From Miami Vice sunglasses and the Michael Schumacher collection to the present range of brands, Primetta offers a unique combination of powerful brands and popular price points to the retail trade.

Service means for us extensive POS material, intensive customer support and swift trouble shooting by our sales force directly at the point of sale.

Our customer base benefiting from this package of marketing and service is diversified amongst optical stores, airport shops, department stores, sporting goods retailers, amusement parks etc.

Contact us. We are glad to provide advice.

Your team from


As a reliable trading partner of our customers trustful cooperation and joined preparation of marketing concepts in the business world of branded sunglasses play a major role for us.

Thus sustainability, responsible handling of resources, are top priority issues and permanent challenges for the entire Primetta organization

Reduction of waste:
We changed the outer package of already 40% of our product range to 100% plastic-free. Further reduction of packing materials are planned considering the protection of our products.

We already utilize sustainable hang tags for our new brands “Venice Beach” and “Primetta nature based”. Conversion of all hang tags is already decided and in the process of realization.

CO2 neutral dispatch:
Since 1 August, 2020 all parcels are shipped by “UPS Greenlogistics”.

Primetta deploys 100 % green electricity for its power supply. Energy saving electrical appliances and lighting further reduce CO2 emission.

We were able to reduce fuel consumption by 4.8% last year by utilizing our modern car fleet and raising awareness for optimized routing amongst our sales force.

Social standards:
We are committed with conviction to the standards of the Business Social Compliance Initiative (BSCI). It is our concern to improve working conditions and to contribute to a sustainable value chain. We hold compliance to international standards and socially acceptable production in great respect.

We work on continuous advancement of our suppliers by continuous controls of our QA team. The quality of our products is tested by independent and certified organizations.

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    We take care
    of your concerns.

    PRIMETTA GmbH & Co. KG

    Otto-Hahn-Straße 55-61
    32108 Bad Salzuflen

    Telefon+49 5222 986020
    Fax+49 5222 986080

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