Passing the Torch

To the modern outdoorsman, the name Will Primos needs no introduction. Many grew up with a Primos product in their hand almost immediately upon taking up the sport of hunting. Game calls, game cameras, accessories to augment the hunt—all stamped with the Primos name on the side. In short, it’s a name that hunters came to rely on season in, season out. Yet behind the Primos brand is its namesake: Will Primos, a dedicated outdoorsman, a lover of nature, and a genuinely kind man. If you’ve spent any time with Will, you come away with equal parts of being mesmerized by his stature in the outdoor industry and even more impressed with the type of man he is. 

Self-described as someone who has always had a true appreciation for our country, its history, and the land upon which that history was made, Primos has not just educated himself on his surroundings but rather immersed himself in it. At 73 years young, his feet have crossed countless miles of our American landscape, and his hands held the dirt of the same. For Primos however, that journey is not enough. 

With a new campaign, Primos is ensuring that his journey, and the many others behind him, can continue for a long time to come. In early Winter 2025, a rare collection of guns owned by Primos will be auctioned off with their proceeds benefiting a quintet of the nation’s foremost conservation organizations: Congressional Sportsmen's Foundation, Pheasants Forever, Quail Forever, Rocky Mountain Elk Foundation, National Wild Turkey Federation, and Ducks Unlimited.

“Ducks Unlimited has always been about uniting those who care deeply for our natural world, and our relationship with Will Primos is a powerful example of that mission in action. Will’s lifelong dedication to conservation education has not only protected wildlife and habitat—it’s helped instill those same values in the hearts of young people across the country. His legacy is one of teaching, mentoring, and inspiring the next generation to become passionate stewards of the land. At Ducks Unlimited, we share that vision. Together, through this special project, we’re ensuring that the future of wetlands, waterfowl, and conservation itself is placed in capable, caring hands.” —Adam Putnam, CEO of Ducks Unlimited.

These organizations are the backbone of conservation efforts in the United States and are near and dear to Primos. His desire for future generations to enjoy the land in the same way he does is paramount to him. The guns, a sequential set of serial numbered shotguns, are made by none other than the legendary Purdey & Sons and come in 12-, 16-, 20-, and 28-gauge, as well as a .410. Auctioned by Rock Island Auction Company, these guns represent one of the rarest collections put together, not just by their ownership, but by the unique nature in which they were even built. In fact, this 5-caliber set of hammer guns is the only one that Purdey has ever, and will ever, produce. 

For the moment, the auction of these guns steals the show and rightfully so. Their proceeds have the potential to enable programming and education to a wide swath of the public, while subsequently spotlighting the efforts the organizations pursue. But behind all of it, is Will Primos. A dedicated man whose values on leadership, faith, and relationships will leave all in awe. 

In his own words, Will Primos shares his thoughts as he looks ahead to the truth about conservation efforts in the United States, and beyond.

On legacy...

Oh yeah, I am not interested in any of that. I've never worried much about what people are going to think of my name long after I'm gone, and so I want to make things happen while I'm here. Look, I'm 73 years old. Things happen. I wanted to be in control of what happens with these guns. They are very special, and I want them to have an impact now and where I can see it all unfold. You can't take anything with you when you go, so I figure I get an opportunity to do something with it all while I'm here. 

On faith... 

I am a true believer in Our Lord and Savior, Jesus Christ, and I have considered myself incredibly blessed to have lived the life I have. I have been able to spend so much time in His creation—in such incredible places with wonderful people. I am humbled by all of it. Ron Schara founder of Ron Schara Productions, once asked me: "What do you want it to say on your tombstone?" My reply is simple: “Thank you God for giving me a chance.”

On conservation...

There is so little talk sometimes about the underpinnings of conservation work. Most people know what conservation is and they can point to a few projects, but I wish more knew of the amount of work that goes on behind the scenes with grassroots efforts, within state and federal government, within the non-profit world.

There are so many people from all backgrounds that are involved in the process that are working to get the desired result. Most don't truly understand the inner-workings of these efforts. I've always believed that you will not protect something that you know nothing about or don't love. Expose people to great habitats and give them a chance to fall in love with wild things and wild places—and they will want to protect and restore.

On magnitude...

An analogy, if you will. Imagine a perfectly still high mountain lake. Now throw even the tiniest pebble in that pond and notice how even that tiny pebble can have an effect. Now notice how far and wide those ripples stretch. I want these guns to be that pebble. I want to see how this venture can project far and wide and hope that those little ripples evolve into big waves with great impact on the awareness of the work that Congressional Sportsmen’s Foundation does for our hunting, fishing and trapping rights at the local, state and Federal level. Not to mention the conservation work Pheasants Forever & Quail Forever, Rocky Mountain Elk Foundation, National Wild Turkey Federation, and Ducks Unlimited do every day.

On education...

We have a real need in our country to bring our children up right in the schools and to make conservation a part of that. We need to teach our kids the meaning of protecting places like the Prairie Potholes, the Louisiana Marshes, and the Everglades. But we have to make it digestible and easy to absorb. Creating 30 minute clips that can be watched in the classroom helps make these important efforts available and fun, thus creating an interest at an early age. Behind the scenes, great organizations like the McGraw Wildlife Foundation, are making that possible.

On the Congressional Sportsmen's Foundation…

I've been involved with CSF for a long time. However, even within the outdoor community, so little is known or understood about their role to protect our rights to hunt, fish and trap. CSF, and the leadership by CEO, Jeff Crane, have been at the forefront of every major hunting, fishing, and land management issue for several decades. They fight the battles within the state and federal legislature to protect our ability to live this lifestyle.

Truly bi-partisan, CSF has fought some major battles successfully for outdoorsmen and women and has quietly been the leading organization in conservation. I wish more people knew about the organization and its work. My hope is that these guns help give CSF broad exposure to the general public, subsequently putting them more firmly on the map of outdoorsmen’s minds. CSF is a vitally important organization that is synonymous with the rights we enjoy as hunters and anglers.

We are very appreciative of Will's personal dedication to spreading awareness about our nation's natural resources through the donation of his excluusvie firearm collection and we look forward to carrying his conservation legacy forward. The Truth About Conservation campaign highlights the critical role that sportsmen and women play as the foundation for America's conservation success, something that Will has dedicated his life to furthering." - Jeff Crane, President & CEO of Congressional Sportsmen's Foundation

On history...

I've always been a student of the mountain men and frontiersmen who helped shape the American Northwest, as well as explorers like Lewis and Clark. In 2003, we celebrated the 200th anniversary of the Lewis and Clark Expedition by taking a replica of the .54-caliber flintlock rifle they carried on their journey on an elk hunt. That hunt was featured in THE TRUTH 6, an episode focused on big bull elk.

Having spent so much time around the country, you gain a new appreciation for what that journey might have been like: the hardships, the dangers around each corner, and the excitement of new horizons. A great book about the settling of the southwest (Texas, Oklahoma, and New Mexico), is Empire of the Summer Moon by S.C. Gwynne, created a renewed appreciation for me of the people who settled this land before us. It gives you an opportunity to better appreciate what we've been given. Can you imagine crossing the Mississippi River, heading west, and cresting a hill to see herds of bison spread across millions of acres of tall and shortgrass prairie? It's almost beyond comprehension! That kind of awe-inspiring landscape is something we need to protect and restore—while we still can.

On these guns…

The first time I held a fine hammer gun was on a duck hunt in Montana. That experience took me back to a gun my daddy had when I was growing up. It was an old, used Fox Model B double trigger.  Dad bought that gun for $10 when he returned from World War II. As a kid, I hunted upland birds with that gun; now, it represents the way things were and brings back so many fond memories of my Dad. After admiring that beautiful hammer gun about 20 years ago, I decided to have a complete set of hammer guns built—one in each caliber.

I'd been scared to spend money my whole life. My Dad was raised during the depression and some of him rubbed off on me. I felt like owning these guns would open some doors; but at the time, I had no idea what doors would be opened.  So, this notion about auctioning them to support these fine organizations was the door I never dreamed of. A set of consecutive serial numbered guns like this is impossible to come by, and I look forward to this auction telling the story of the habitat conservation story and how this story can create a lasting impact. 

On craftsmanship...

Purdey is a truly exceptional company, known for its unmatched quality and craftsmanship in gunmaking. When I first placed the order, they didn’t produce their hammer guns in 28 gauge or .410. But I made it clear that including those gauges was essential to completing the set. The fact that Purdey agreed—and ultimately built them—speaks volumes about the extraordinary skill and dedication of their craftsmen.

With Purdey, there’s an old-world commitment to creating something truly special. Craftsmen of that caliber are becoming increasingly rare, which makes these guns all the more meaningful. One of my most treasured photos was taken during a trip to England in May 2024, when I visited the West London Shooting School to shoot with 28-time World Champion George Digweed, MBE. The craftsmen who built my guns, most of whom are now retired, came back just to meet me. It was a deeply meaningful and unforgettable moment, and it showed just how much these guns mean to them—and how much they mean to me. 

Phil Butcher was responsible for crafting all of the actions, except for the 28-gauge, which was completed by Ian Brunt while Phil was on leave during the pandemic. Without Phil’s expert work on the actions and Tony Smith’s skill in barrel-making, the 28-gauge would never have come together. It was built using traditional methods, making it the only 28-gauge hammer ejector Purdey has ever produced. Keith Ward made the locks and triggers for the entire set, and he worked alongside Phil to reshape the nippling and hammers so they seamlessly matched the character of each gun. These firearms represent the work of true old-world craftsmen—through every stage of stocking, engraving, and finishing. The pride and passion poured into them is unmistakable, and it’s absolutely deserved.

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To learn more about The Truth About Conservation auction taking place on December 5, 2025, please visit this website. This historic auction aims to bring to light the immense role sportsmen and women play in conservation and to better equip them to "speak the language."