As the world faces a health crisis, the IWC Schaffhausen haslaunched the “TIME WELL SHARED” initiative through which IWC employees, brand ambassadors and partners will share their time, knowledge, experience and passion through digital channels. They aim to inspire people to make the most of their time and entertain and support them by keeping them connected and engaged. All contributions are accompanied by a button to make voluntary donations, with IWC making the first donation. With the funds raised, IWC will support Save the Children, an organization which aims to strengthen its programmes that protect children and families in countries that are hit by the Coronavirus, increase support for national health systems, and raise awareness among parents and caregivers on how to provide psychosocial support to children.
As part of the “TIME WELL SHARED” initiative, IWC brand ambassadors from around the world read chapters from “The Little Prince”, Antoine de Saint-Exupéry’s world-famous novel.No other novel has been translated into as many languages and read by as many people from different countries and cultural backgrounds as “The Little Prince”.
Antoine de Saint-Exupéry’s most famous literary work follows a young prince on his journey to different planets, addressing themes such as loneliness, isolation, friendship, and love. During these challenging times, the story is a powerful reminder that the best things in life are the simplest ones and that real wealth is caring for and giving to others. Channeling this spirit, IWC brand ambassadors are coming together to read from the book. The original illustrations from Antoine de Saint-Exupéry, including some never-before-shown works, will accompany the readings.
“In writing “The Little Prince”, Antoine de Saint-Exupéry created a story that stands the test of time. Charmingly, the book explores what makes us human, and its message today is more relevant than ever. With our reading project, we want to touch people all over the world and bring joy to children and families alike.” – Franziska Gsell, CMO, IWC Schaffhausen
IWC enjoys a long-running relationship with the heirs of Antoine de Saint Exupéry. In 2009, the company also became a partner of the Antoine de Saint Exupéry Youth Foundation, which works to preserve the humanist values of the famous French aviator and author.
Olivier d’Agay, the great-nephew of Antoine de Saint Exupéry and Director of the Antoine de Saint Exupéry Youth Foundation, says: “I am honored that IWC chose “The Little Prince” for this reading initiative. This moving story about friendship, love and the essence of humanity has always bridged cultures and united people across borders and generations.”
IWC Brand Ambassador Sonam Kapoor 
IWC Brand Ambassador Raya Abirached
The novel will be read in different languages. Indian actress Sonam Kapoor opened the series of readings. Lebanese-British TV presenter Raya Abirached, Tunisian actress Hend Sabri and Italian actor Pierfrancesco Favino, among others, then read subsequent chapters of the book. Selected IWC brand ambassadors, such as Chinese actor Zhang Ruo Yun, also joined the project and read from “The Little Prince” in their native language.
