And so it is – this horrible pandemic that’s shaken entire nations to the core is also the same single event that’s brought millions of people from across the globe together. Everyday, we’d come across so many incredibly inspiring stories of celebrities, ordinary individuals, governments and companies stepping up not only by offering assistance to the medical community and the disadvantaged, but also by finding ways to uplift each other’s spirits.

IWC is one of those companies. Earlier this month, the watch brand launched its “Time Well Shared” initiative, and got everyone in the “family” involved – from its ambassadors, partners to employees. They were all encouraged to share their passions, experiences and the lessons they’ve learned in social media channels.

Part of the “Time Well Shared” initiative is getting IWC brand ambassadors from around the world to read chapters from Antoine de Saint-Exupéry’s The Little Prince”. Indian actress Sonam Kapoor began the series, and will be joined by Lebanese-British TV presenter Raya Abirached, Tunisian actress Hend Sabri, Italian actor Pierfrancesco Favino, and Chinese actor Zhang Ruo Yun.

Then there’s Norwegian Michelin three-star chef and IWC brand ambassador Esben Holmboe Bang, who let’s us into his kitchen as he prepares a spring-inspired dish of langoustines, white asparagus and mussels. A recipe, by the way, which she shares. Esben Holmboe Bang is the chef, co-owner and creative director behind Maaemo, the pioneering three-star Michelin restaurant in Oslo.

IWC has also encouraged its employees to volunteer, in their own free time, to offer online tutoring for schoolchildren in basic subjects, such as mathematics or foreign languages. IWC has collaborated with international tutoring services company Good Tutors Finder, to facilitate the free online services. Students can apply for free online tutoring here.

Six-time Super Bowl champion Tom Brady also opened up, reflecting on his football career and the challenges he’s faced, and how it’s taught him to overcome adversity. 

This is just the beginning. This initiative will see contributions from IWC’s other brand ambassadors, such as Fabian Cancellara, David Coulthard and Maro Engel, and partners Mercedes-AMG Petronas Formula 1, Tottenham Hotspur, Laureus Sport for Good, Antoine de Saint Exupéry Youth Foundation, Solaris Yachts and Orlebar Brown. Pilot Matt Jones is also expected to share memories of last year’s “Silver Spitfire – The Longest Flight” expedition.

And while the primary aim of “Time Well Spent” is to uplift people’s spirits, listeners may also donate, and the proceeds of which will go to Save the Children’s programmes.