Primary Eyecare is an independent optometry and eyewear practice in Hillsborough Township, New Jersey. We pair unhurried, thorough eye exams with a curated wall of frames you won't find at the chain down the road — because how you see should feel like yours.
We built Primary Eyecare around one idea: that an eye appointment should never feel rushed, and a pair of glasses should never feel borrowed from a billboard. Tucked into Hillsborough Township, our small practice takes the time most others don't.
Every comprehensive exam at Primary Eyecare runs a full forty minutes with the doctor — not the five you may be used to elsewhere in Hillsborough. We check refraction, eye pressure, retinal health, and how your eyes work together, then we sit and talk through the results in plain English.
The same unhurried thinking shapes the optical side. We carry independent frame lines from smaller studios in New York, Tokyo, and Copenhagen — many you won't find within an hour's drive — and we fit them to your face, your prescription, and the way you actually live.
Walk-ins are welcome for adjustments and pick-ups. For exams and contact lens fittings, we book by appointment so we can give each visit the room it deserves.
Transparent pricing for the four things we do best. We accept most major vision insurance plans and will verify your benefits before your visit — just bring your card. Indicative prices below reflect our standard self-pay rates.
A forty-minute exam with the doctor. Includes refraction, eye-pressure check, retinal health evaluation, and digital retinal imaging — so we can compare year over year. Dilated fundus exam when indicated.
Independent frames from smaller studios, fit by hand. Single-vision, progressive, and computer lenses cut and edged in-house. Anti-reflective, blue-light, and photochromic upgrades available.
A dedicated fitting for new and existing wearers — including astigmatism, multifocal, and daily disposable options. We measure corneal curvature, assess tear film, and trial lenses before you commit.
For gritty, burning, or watery eyes that won't settle. We assess the cause — evaporative, aqueous, or screen-related — and build a plan: warm compresses, drops, lid hygiene, or referral when needed.
Four reasons patients tell their neighbors about Primary Eyecare — beyond the frames on the wall and the doctor's bedside manner.
The doctor spends real time with you — not five minutes between rooms.
Digital retinal photos are part of every comprehensive exam — never an upsell.
Studios from New York, Tokyo, and Copenhagen — most an hour from any other shop.
We hold space each week for new patients and urgent red-eye visits, six days a week.
A rotating wall of acetate, titanium, and recycled frames. Stop in to try them on — we'll tell you honestly what works on your face and what doesn't.
We're in Hillsborough Township, New Jersey, with parking out front and a coffee shop two doors down. Book below, or call ahead and we'll find a time that fits your week.
Walk-ins are welcome for frame adjustments, pick-ups, and quick questions. For exams and contact lens fittings, please book ahead so we can give your visit the room it deserves. We see patients six days a week, with evening hours on Tuesdays and Thursdays.