Jan 12, 2023

Previously known as The Abingdon Co., the brand unveils a reimagined look and purpose-led platform


LAS VEGAS, NEVADA – October 20, 2022   The Abingdon Co. has a fresh new look and is excited to announce the next step in its evolution emerging as Abingdon. The new brand, which includes a new logo, watch designs, packaging, website, and imagery, has been designed to reflect the values of the company. Abingdon celebrates women who, when challenged, demonstrate how to beat the odds regardless of the status quo. Abingdon provides high-quality, purpose-built watches for women who do more. Every detail of an Abingdon watch from the hands on the dial to the buckle on the band is designed to help them reach their goals. Abingdon continues to empower consumers with a strong focus on supplying the tools they need to succeed so they can climb, drive, fly, ride and discover.

Abingdon Watches was first established in 2007 and the new brand refresh honors the history of the company while very much looking forward to the future. 

The reimagined brand work begins with a new logo inspired by the Valkyries of Norse mythology and brand colors that represent the environments of the customers who wear an Abingdon watch. A Valkyrie – the original aces of the sky – are female demigods who rode to the battlefield on horses wearing helmets and shields and, in some accounts, flew through air and sea. Abingdon’s new logo resembles the Valkyries’ golden helmets, symbolic of their power and virtue. “Abingdon customers, who are called “Crew Members,” are like demigods themselves,” Mullin adds. The new brand colors range from a vivid red-orange to hunter green and blue hues – a palette that reflects the settings of the Crew Members’ backdrops – land, sea, air, and the fire that burns within them, pushing them to greatness.

The new brand relaunch will be unveiled at a secret New York rooftop loft party October 21, 2022. Crew Members, partners of the brand, and media have been sent invitations to the event, which is being held on the evening of the first day of the 2022 Windup Watch Fair by Worn and Wound, where Abingdon Co. is exhibiting and Abingdon, herself, will be a featured panelist in a discussion around women and watches.

In tandem with the brand refresh, Abingdon will continue to empower and support generations of women through the Abingdon Foundation, providing scholarships, community outreach, and networking opportunities for women and girls in STEAM.

Those who purchase a watch become part of the Abingdon Crew and these fearless members do impressive things in remarkable places. A few notable Crew Members include Celebrity Cruise ship captain Kate McCue, Girls That Scuba founder, Sarah Richard and model/actress Eugenia Kuzmina. Celebrities including Laura Dern, Jasmine Davis, and Julio Macias have also been spotted on the red carpet wearing an Abingdon watch.

For more information and to check out the entire Abingdon watch selection, visit www.abingdonco.com



Founded in 2006 and based in Las Vegas, Abingdon was realized during a roundtable conversation with energetic pilots and mechanics who expressed their desires for a fully functional aviator watch. Abingdon immediately became dedicated to developing top quality, fashionable, and versatile watches that meet the needs of all who do more. Abingdon watches are purpose-built and designed to withstand it all. All purchases benefit Abingdon Foundation, which supports women and girls in STEAM. For additional information, visit www.abingdonco.com or follow along on Instagram and YouTube.