A.T. Cross relaunching brand

A.T. CROSS said it is relaunching its iconic brand, unveiling updated versions of pens, including The Peerless. / COURTESY A.T. CROSS
A.T. CROSS said it is relaunching its iconic brand, unveiling updated versions of pens, including The Peerless. / COURTESY A.T. CROSS

LINCOLN – A.T. Cross is relaunching its iconic brand, unveiling a new look and new products in the process.
The company, in a press release, said the rebranding “reflects both the rich history of the company, as well as its vision for the future.”
“We are introducing a modernized version of the Cross brand, staying true to its brand roots, historic legacy and the identifiable iconography of its origins. The new gold and black colors pay tribute to the brand’s historic past, while the modernized brand symbol, the determined Cross lion, reflect both the original brand symbol, and the spirit and attitude of our core consumer. Pairing this essence with innovative new products like the Townsend Electronic Stylus and a global advertising campaign that celebrates our consumer, we find a complete effort to reintroduce Cross as the apex of usable American luxury,” Magnus Jonsson, global chief marketing officer, A.T. Cross, said in a statement.
The company was established in 1849 by Richard Cross and Edward W. Bradbury.
Cross said it chose its “iconic” pens as the inspiration for the re-launch, such as The Classic Century, The Century II, The Townsend and The Peerless.

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