IWC Schaffhausen announces six-week series of discussions on Clubhouse

Luxury Swiss watch brand IWC Schaffhausen has partnered with Abraxas Higgins to release a six-week series of discussions on audio social platform Clubhouse.

The series features Higgins hosting weekly discussions with a variety of creators from the IWC brand, providing members, creators and brand fans unique access to the luxury watch company with the opportunity to engage and ask questions during the series of rooms hosted on the platform.

Titled 'Creator's Time', the audio discussions will be republished as a podcast series, which will be made available to stream and download via Apple Podcasts and Spotify.

Higgins is an active Clubhouse user with over 450,000 followers on the app, having gained popularity as a social audio strategist and impact influencer.

Launched in April 2020, the invite-only audio app allow users to move around virtual rooms and discuss anything from arts and culture to business ventures. The platform offers a differing creator base from other social platforms, where creators, thought leaders and brands can connect to discuss and share ideas and experiences.

"There are major opportunities for brands in the world of audio social to build stronger and meaningful connections with the audiences and I’m excited to be working with IWC on this new brand venture," said London-based Higgins. "Clubhouse as a platform allows creators and participants in emerging cultural trends to meet and share their views end experiences, this is a valuable space for brands to position themselves within to discover new talent and curate engaged and loyal customer bases for the future."

British label Ted Baker held a similar content series with Higgins in March this year, which saw 3,000 listeners tuning in for its first session.

"As a platform that intersects social audio with live, authentic and cultural conversations, Clubhouse offers members the opportunity to have dialogue with friends of the IWC brand and connect with other creative talent," said Maya Watson, global head of marketing at Clubhouse.

"Unlike other social platforms, Clubhouse is all about consistent and engaging conversations. The platform is a growing medium for brands and those that jump on the social audio trend now will be set up for success."

The content series kicks off today with a feature piece on the future of audio social for creatives and luxury brands. The Clubhouse series will launch from 4 November.