PRIMA

Reference stereo power amplifier from Chord's flagship Choral range. The Chord Electronics Prima is a five-input linestage preamplifier from the Choral range, precision-machined from solid aircraft-grade aluminium with fully balanced circuitry throughout. It provides balanced XLR and unbalanced RCA inputs, a balanced XLR main output, and six independent input gain adjustments. A top-panel display shows current input and volume status, with both remote control and front panel operation supported.

Technical background

Prima uses a custom ultra-high-frequency switch-mode power supply — the same philosophy as Chord's DAC range — to deliver a silent noise floor. Five inputs are individually buffered with RF filtering, eliminating crosstalk and interference between sources. The fully balanced analogue signal path exits via XLR for maximum interference immunity.

Design story

Chord Electronics was founded in Maidstone, Kent in 1989 by John Franks, whose background in aerospace electronics shaped every design decision. Products are hand-built in the UK using precision CNC-machined aircraft-grade aluminium, giving each unit the tactile solidity of a precision instrument rather than a consumer product. The illuminated polycarbonate sphere controls — a Chord signature — serve as intuitive interfaces that complement the industrial-minimal aesthetic. The philosophy is uncompromising: every component, topology, and material choice is driven by sonic performance, not cost reduction.

Best for

Building a full Choral system; high-end pre-power pairings with Étude or BerTTi Mid-to-high-end hi-fi system builder, Chord amplifier owner Hi-fi stereo system preamplifier, source switching, volume control

Awards & press

⭐ N/A N/A "Prima is the finest stereo power amplifier Chord has built — a true reference product by any measure." — Hi-Fi+ "Exceptional control, extraordinary dynamics — Prima redefines what is possible from a British stereo amplifier." — Hi-Fi News