Yann Sommer and Cody Lovaas for IWC Schaffhausen’s #TimeWellShared

The Swiss footballer reads a passage from “The Little Prince” and the Californian songer-singwriter contributes a song

Earlier this year, Swiss watch brand IWC Schaffhausen introduced the Time Well Shared initiative, which “encompasses online lectures, speeches and webinars that will feature on digital channels” meant to “entertain and support people in these challenging times.” Listeners can also donate funds, which will be used to support charity programs by Save The Children. So far, the initiative has seen contributions by the likes of Tom Brady, Mercedes-AMG Petronas Motorsport, Mercedes-AMG, Tottenham Hotspur, Laureus Sport for Good, Solaris Yachts and Orlebar Brown.

A particularly interesting part of Time Well Shared is the lineup of IWC brand ambassadors from around the world taking turns to read passages from Antoine de Saint-Exupéry’s legendary novel “The Little Prince.” First up was Indian actress Sonam Kapoor, who was then followed by Lebanese-British TV presenter Raya Abirached, Tunisian actress Hend Sabri, Italian actor Pierfrancesco Favino, and Chinese actor Zhang Ruo Yun.

One of the more recent IWC family members to read an installment from “The Little Prince” is Swiss pro soccer player Yann Sommer. The video of him reading the novel is available on IWC’s IGTV channel. Furthermore, last month, the brand released a song by artist Cody Lovaas meant to complement readings of “The Little Prince.”

“In reading ‘The Little Prince,’ it reminded me of the heightened curiosity and imagination in all of us, but especially in children,” Lovaas explained. “I think we all wish we could hang on to the imagination we had as children. This thought resulted in the lyric ‘I tried to keep the light above my head, but it was dimmed by the world’.”

It should be noted that IWC Schaffhausen enjoys a long-running relationship with the heirs of Antoine de Saint Exupéry and is a partner of Antoine de Saint Exupéry Youth Foundation, which works to preserve the humanist values of the famous French aviator and author. Several years ago, the watch brand has also created timepieces in homage to “Le Petit Prince.”