I received an e-mail from Rolf Prima the other day that they were having a sale on their rim-brake wheels.

I am currently running a Shimano RS-500 wheelset. I would switch these to my backup bike, and probably buy there Echelon model for my primary road bike.

Any experiences (good or bad) with Rolf Prima wheels? My budget is about $500 for a set.

I live in Oregon (home of Rolf) and there are a number of people I ride with that have Rolf wheels (road, CX/Gravel, MTB). I had a set of Vigors on an Orbea Orca for 2 years. I now have some of their carbon gravel bike wheels with disc brakes. I haven't had any problems with the wheels I owned. The only problem I recall hearing about was a wheel bearing wearing out early with some wheels used for gravel riding. The owner had been spraying the mud off his bike consistently with a water hose and some water got in one of the front wheel bearings. So for price/performance/quality I think Rolf is competitive with other brands.
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Maybe not relevant to Rolf Primas, but more a comment on the Rolf paired spoke design. I have a pair of old Rolf Vector Pros from when they were built by Trek under license from Rolf. Not the lightest wheels around, but they've been pretty much my only road wheelset for ~15 years and have been completely bulletproof. I replaced the front bearings once, and that's it. I'm ~180lb and it put in 3k-5k/yr. They're low spoke (14F/16R), but the spokes are stout steel bladed. When these wheels finally die, I would have no hesitation replacing them with a pair of Primas.