Cross is a brand of bicycles and cycle components produced by Novitas Fabrik Elektrischer Apparate A.G. of Zürich, Switzerland. I believe that the Cross brand was probably owned by Novitas, and was probably used in German-speaking countries like Switzerland, Austria and Germany. The Swiss flag does include the image of a cross.

I further guess that Mercier was licensed to use the 'Mercier' and 'Valor' brands for the same products in the French market. And that 'Pedor' was the brand used for these products in the Italian market.

The key word here is 'guess'.