I'll echo Jib222, the Ayon is a very attractive product. My experience was with what was at the time their entry level amp, the Spirit-1. A friend of mine owns it and loves it. It is very musical, very clear, but while it was still in the shop here I heard it drive some difficult speakers very well.
My friend runs the amp with Gold Lion KT88s and Telefunken rib plate 12AU7s. It makes for a sublime little rig. Again, I can't comment on the Prima Luna as I have no experience with it, but I can recommend the Ayon - at least the Austrian ones - without reservation.
FYI regarding my friend's system: Kimber 12TC speaker cables, vintage Audio Magic silver interconnects to a Rega Saturn CD player, and Silverline SR17.5 monitor speakers into which I installed Duelund VSF copper capacitors. It's a nice little rig.