Creator Of Legacy Fine Writing Instruments CROSS Launches Global Campaign Celebrating Human Potential and The Pursuit of Greatness


Sep 22, 2015, 08:00 ET from A.T. CROSS

LINCOLN, R.I., Sept. 22, 2015 /PRNewswire/ -- The CROSS brand of fine writing instruments is one of America's most beloved and historic luxury brands. Dating back to the California Gold Rush of 1849, their first writing instruments were created when gold was plentiful and the ability to create this class of consumer goods became a reality. Since its launch, the CROSS brand has been synonymous with achievement and the pursuit of human potential.

Today, CROSS is pleased to announce the relaunch of their iconic American brand, via a contemporary new look, innovative new products and an authentic messaging campaign, aimed at re-positioning the brand amongst the most prestigious American, luxury brand names. 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 re-introduce CROSS as the apex of usable American luxury," said Magnus Jonsson, Global CMO, A.T. CROSS.

The campaign will personify its powerful brand truths such as "inspired ingenuity" through a series of black and white, visual narratives which capture moments where selected artists and entrepreneurs are immersed in rich experiences surrounding their most passionate endeavors. The campaign chronicles:

  • Peter Thum, social entrepreneur and founder of Ethos Water and Fonderie 47. He has perfected the art of creating responsible consumer ecosystems where negative begets positive and fortune benefits all.
  • Kate Davis, a multi-instrumentalist and singer-songwriter signed to Concord Records who was named one of MTV's "15 Fresh Females Who Will Rule Pop." Davis transposes her sharp wit and soul of a poet into notes utilizing a CROSS fine writing instrument.
  • Cris Cab, an internationally famed, singer-songwriter who garnered much of the inspiration for his music from a childhood spent in both the US and the Bahamas. Cab uses a CROSS fine writing instrument to write lyrics for hits like Liar Liar, and is currently working with Executive Producer Pharrell Williams to produce his next album.
  • Oyama Enrico Isamu Letter, a contemporary renaissance man, whose various titles include artist, essayist, business person, as well as collaborator for brands such as COMME des GARCONS and Shu Uemrua. Inspired by street art and culture, Oyama implements the CROSS fine writing instrument to produce aspects of his works and in his endeavors as an essayist.

The authentic iconography and silhouette of CROSS fine writing instruments is immediately recognizable to consumers. With this in mind, CROSS chose certain models as the inspiration for the relaunch efforts that will include The Classic Century, The Century II, the Townsend and the Peerless. CROSS fine writing instruments can be purchased at and at select retailers. Access the store locator for more details.

The story of the CROSS brand begins in 1846 when artisan Richard Cross, in partnership with his son Alonzo Townsend Cross revolutionized fine writing instruments. Their early mark of entrepreneurial excellence included tools refined through more than 100 patents and accented by the spoils of the California gold rush. Still positioned to set the bar for what it means to symbolize achievement, human potential and usable luxury, CROSS seeks to provide those possessing extraordinary vision and a strong entrepreneurial spirit with the tools needed to make their mark.  

Media Contact:
Genevieve Malandra
646.977.0224 (mobile)

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