Anyone own or heard of PrimaLuna?

I’m sure the Primaluma line is excellent based on what I have read but have never listened to. If you are looking at value, dependability and performance you might also consider Music Reference, Jolida (mentioned by Wolf), Rogue and Quicksilver as well. All excellent performers and sensibly priced for the common man. I've had numerous tube amplifiers over the years and never have I had one more satisfying than the Quicksilver monos I currently listen to, they are gems.

Can’t comment on why anyone might consider that somehow a 35K amplifier would perform better than one at a fraction of the cost but that should be left up to the guys and dolls willing to write the check. I’ve never come to any profound realization that higher price necessarily equates to better performance, sometimes yes sometimes no IME. There are a lot of variables in this hobby which contribute to the end result which is part of the fun.

I own the Primaluna Dialogue Premium HP. I love it. Here are my Pros and Cons.

Pros: Excellent build quality matches sound quality--it’s built like a tank. Autobiasing circuits make entering and staying in the tube world much easier, and better sounding. Gobs of power and beautiful sound. Customer service, vis-a-vis Kevin Deal, is superb. Great value for the money. The thing is not cheap but you could easily spend double or triple to get the same level of performance. The remote is well made with an intuitive layout. Fit and finish are top notch.

Cons: Replacing batteries in the beautifully milled remote could be made to be a faster task. Also, I think the remote could be a touch more sensitive.

Yes, on the ’cons’, that’s all I could think of. Maybe I could say that some competitors’ products have more eye candy appeal--not that the Primaluna is ugly or cheap in anyway. Its design is understated and smooth.

Call Kevin Deal at Upscale Audio. He’ll talk your ear off about them. Granted he’s the distributor and part owner, I think. Nonetheless, he supply you with endless facts and stories to help you.

"Wondering those who bought a $35,000 amps just because they can afford and it's more of lifestyle or the $35k gears truly that great?"

Generally, those REALLY expensive amps ARE NOT an apple to apples comparison to the PL line. They are designed for Class A
operarion within their power specification. The PL is A/B. Big Difference. Not that you would necessarily hear it,  but you would feel the greater heat coming off the amp for sure.

Lookup electronics 101 amplifier design. Class A by default is highly inefficient, 
 Build wise, they are tied. The uber gear may also have higher end components.


http://www.electronics-tutorials.ws/amplifier/amp_5.html

Check out Raven Audio andd Line Magnetic.

Believe Kevin Deal started up PrimaLuna with a guy from Netherlands ; he is more than its importer ; keep it in mind when getting direct input

I bought the Primaluna Dialogue Premium preamp and think very,very highly of it...with zero buyers remorse. With that being said,I never heard any other PL product.