Primary Arms is an American company. At the beginning, they were a web store with a huge array of products made by optics manufacturers from around the world in their offer. They were successful in sales, which led them to create their own trademark. They used a business model which proved to be fruitful in the past – Primary Arms contacted OEM manufacturers from China and Japan and began cooperating with them. Nevertheless, their model differs from the ones used by other optics manufacturers. One of the key assets of this American company is unique reticles, devised by the Primary Arms team. ACSS (Advanced Combined Sighting System) reticle is the most popular one. The variations of this reticle are available on nearly all Primary Arms riflescopes.