Perovskia atriplicifolia 'Prime Time' is an early-blooming Russian sage with large, dense lavender-purple flower spikes and grey-green, fragrant foliage. 'Prime Time' blooms earlier in the season than other Perovskia varieties, and the flower spikes retain their color well into the autumn. The plant has a dense, upright growth habit with strong, upright stems. The lightly serrated leaves give it a very full and bushy appearance. This plant is perfect for warm and dry climates, but due to its exceptional cold hardiness, it can be used in almost any environment. Prime Time exhibits an impressive growth rate, attracts pollinators, and requires minimal maintenance (aside from pruning in the spring). Walters Gardens Inc. from Zeeland, Michigan (USA) bred this Perovskia and holds the plant's intellectual property rights. Tree Camp Nurseries BV from Hengelo and Fa. Lucassen Nursery from Vorden are responsible for distributing the plant commercially and have submitted it for novelty testing. Plantipp from IJsselstein represents this variety.