Seed priming is a commercially successful practice, but reduced longevity of primed seeds during storage may limit its application. We established a series of experiments on rice to test: (1) whether prolonged storage of primed and non-primed rice seeds for 210 days at 25°C or -4°C would alter their viability, (2) how long primed rice seed would potentially remain viable at 25°C storage, and (3) whether or not post-storage treatments (re-priming or heating) would reinstate the viability of stored primed seeds. Two different rice cultivars and three priming agents were used in all experiments. Prolonged storage of primed seeds at 25°C significantly reduced the germination (>90%) and growth attributes (>80%) of rice compared with un-stored primed seeds. However, such negative effects were not observed in primed seeds stored at -4°C. Beneficial effects of seed priming were maintained only for 15 days of storage at 25°C, beyond which the performance of primed seeds was worse even than non-primed seeds. The deteriorative effects of 25°C storage were related with hampered starch metabolism in primed rice seeds. None of the post-storage treatments could reinstate the lost viability of primed seeds suggesting that seeds become unviable by prolonged post-priming storage at 25°C.