I read as E not M
I agree with JNF. It reads more as an E than a M, and, when you consider that Primo is the main word in the name, it should have more prominence. The surface effects don't work either. They are very fussy and don't add much to the overall design. I don't hate this, I just don't love this.
Sorry, this is not working for at all. For a "timeless" logo, it looks very dated to me. The fact that you've uploaded a blown up version, with all the pixels showing doesn't help you.
Like JNF and Cooper, I see a P and an E.
All these random triangular gradients seem to only complicate things.