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Pinarello Dogma F12 Custom Road Bikes



Spread the cost today with 0% finance

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You can apply for 0% finance in-store or on the phone, it’s a very popular way to pay for your new bike and spread the cost!

You can call us now we can talk you through an application which only takes 5 minutes.

Alternatively apply using the form and our team will be in contact shortly to discuss further.

01202 775588

Your Payments £239.85
a month


We have been building custom Pinarello bikes for nearly 30 years!

You are in safe hands!

If you are looking for the ultimate road bike the F12 needs to be on your list. We look at the F12 as the the leading road frame the bike world has to offer, a true Italian super bike. Paint quality is stunning and once built with your choice of components you are on the way to your very own super bike. With such a comprehensive choice of paint finishes available from stealth black through to some real eye catching schemes, there is something for everyone.

The power transfer on the F12 has also been improved with a completely new design of the chain stays increasing power transfer without increasing weight. The re-design and use of the best carbon available creates an improvement in lateral stiffness by 10%. Creating a platform that is the pinnacle of efficency and performance. The biggest improvement on the new bike is the cable routing. Pinarello have developed a handlebar and headset design that keep perfect shifting and braking performance whilst seamlessly incorporating the internal routing.

Available in both rim and disc options so you can have your brake preference without loosing any of the performance benefits. We sell both brake models on a regular basis and the choice is very personal, but you get the option. On a personal note, we really prefer disc brakes. Once you have used them for a while and get your head round having disc’s on a road bike there is no going back. Braking is amazing and leaves very clean lines from every angle, braking performance is incredible on long descents or when you need to stop pretty quickly!

Being one of the largest dealers of Pinarello Bikes in the UK we can offer you the entire range and the best custom experience from this truly amazing Italian brand.

We have Pinarello customers all over the world who come back to see us when looking for an upgrade, and we love nothing more than talking through the build options over a coffee. We are passionate about what we do and always give the best customer experience possible, we are a family owned and run store who have decades of racing and cycling experience.


  • TiCR™ all internal cable routing
  • 3XAir™ two positions available for the second bottle
  • Direct mount brake system
  • UCI Approved
  • Compatible with mechanical and electronic groupsets
  • Maximum tyre width: 700x28mm
  • Weight: 820 grams (raw frame, unpainted)

Get in touch if you would like more information, we have a Pinarello expert on hand who will guide you all the way. Take a look at our Gallery for a selection of builds we have completed. Custom build prices start from £10,000.00, contact – 01202 775588 for more information on what is possible.

Genuine customer feedback.

Absolutely beautiful bike – Thanks to Joe, Bill and the team for providing a first class service from start to finish.

First of all I would like to say a big thank you Bill and the team for helping me with my purchase of my dream bike. Joe done an excellent job helping me with the spec I wanted on my bike and contacting me with regular updates on the build. When I collected the bike Steve the mechanic also helped me with the basic set up of the bike like how to charge the battery on the bike and how to set the app up on the bike. Bill’s team done an excellent job and I would recommend anyone who is interested in buying a bike to visit the shop. Many Thanks to all at Primera.


Regular questions we get asked regarding F12 builds.

Q. Can I run a standard handlebar.
A. You can, but the MOST Talon all in one system is more aero and gives a better ride experience.

Q. What is the largest tyre I can fit.
A. 28mm which can be run tubeless or with tubes.

Q. Is it all about speed? How comfortable is it on a ride.
A. Due to the layering of the carbon, it gives a very fast ride with stiffness exactly where you need it, while still giving a very forgiving ride feel.

Q. Can I use 0% Finance on a complete build.
A. Yes we offer full 0% Finance options with as little as a 10% deposit.

Q. How long does it take to build once I decide on a colour.
A. This does depend on frame availability, normally 2-3 weeks.