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A Masterpiece Forged in Time and Heritage
From Repression to Revelation – The Genesis of a Dream
The story of Primordial Passion is not simply about a luxury timepiece. It’s about resilience, vision, and a lifelong pursuit of beauty and meaning through art. It’s about Pirro Ruço: a man born under a regime that tried to suppress creativity, yet who rose to become Albania’s most visionary jeweller and the country’s first watchmaker to ever stand among the greats at the Grand Prix d’Horlogerie de Genève (GPHG).
To understand Primordial Passion, one must first understand the man behind it.
Born and raised in Kucova, a small village near Berat, Pirro Ruço grew up during one of Europe’s harshest communist regimes. His family was openly anti-regime, which meant constant surveillance, denial of opportunities, and a childhood marked by struggle. Despite excelling in school, Pirro was banned from studying engineering: his dream, simply because of his political background.
But Pirro was not one to surrender. “My father could fix anything,” he recalls. “I learned to find solutions with what I had.” He built his first mechanical tool using wire from his parents’ bed frame and taught himself techniques by reading books on aviation and mechanics. When he finally created a medal design using his homemade pantograph, it was the first time such work had been done mechanically in Albania: a bold and revolutionary act that earned him government approval, but also dangerous jealousy.
Even after moving to Tirana, his journey was far from easy. But the fall of the regime in 1991 changed everything. While many fled the country, Pirro stayed. With Albania in economic ruin, he became one of only three people to receive a business loan, using it to import the first jewellery production line in Albania. From there, Pirro Artistic Jewellery was born: a beacon of craftsmanship in a country rebuilding its identity.
From jewels to horology – The birth of a new passion
By the time Pirro visited Baselworld in 2014, he had already mastered technologies such as laser engraving, 3D printing, and handcrafted micro-sculptures. But something shifted at that fair: a spark. “I’d never imagined there could be so much creativity under one roof,” he says. “On the last day, I asked my daughter, ‘Have I done everything I can with jewelry?’ And that’s when I started dreaming about creating a watch.”
This wasn’t just a new venture: it was an obsession.
He began studying watchmaking, attending every fair, and meeting master horologists. But Pirro didn’t want to just make a watch. He wanted to create something that had never been done before. A timepiece that would merge the mechanical complexity of Swiss engineering with the emotional soul of Albanian heritage.
Primordial Passion: The Culmination of a Visionary
Over the course of five years, Pirro collaborated with master artisans from around the world: including the renowned Agenhor manufacture in Switzerland, known for producing some of the most prestigious movements in haute horlogerie.
The final result was Primordial Passion, a breathtaking work of horological art:
Encased in pure gold, the watch features twelve finely sculpted figures dancing in traditional Albanian dress: each representing a region of the country.
At the center, four miniature musicians symbolize the unity and energy of Albanian folk music, embodying the rhythm of the nation.
The dial is a micro-mosaic masterpiece, created from Murano glass rectangles in a red-to-black gradient. Pirro personally examined over 20,000 tiny pieces under a microscope, hand-selecting 1,500 to construct the intricate design.
The hour and minute hands are shaped like eagle talons, paying homage to the Albanian national symbol.
Driving the watch is a calibre by Agenhor, selected after seven years of exploration to find the perfect movement for this artistic complication.
Every component: from the case, the lugs, the crown, to the caseback: was personally designed and crafted by Pirro, who even modified machinery to meet his standards.
It is not just a timepiece: it is a monument to identity, struggle, and elegance.
A Global Debut – Albania Takes the International Stage
In 2024, Primordial Passion made its official debut at the Grand Prix d’Horlogerie de Genève, the most prestigious awards in the watchmaking world. It was the first time an Albanian brand had ever participated: a moment of pride not just for Pirro, but for an entire nation.
This bold step placed Pirro Artistic Watches on the international map, aligning it with storied maisons like Vacheron Constantin, Audemars Piguet, and Jaeger-LeCoultre.
And while the price is a testament to its craftsmanship, Pirro confesses: “We’ve had interest, but for me, it’s priceless. This watch holds the essence of everything I’ve lived, loved, and fought for.”
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