Timeless, a major traditional watchmaker, is considering entering the smart watch market. The case explores the US smart watch market size (estimated at $3B), competitive landscape, and potential entry strategies. Key considerations include Timeless’s current capabilities, customer base, and brand leverage. The case presents market data and a potential acquisition target (CanCan) to evaluate. Candidates must analyze market dynamics, assess entry options (joint venture, acquisition, or in-house development), and provide a recommendation on whether to proceed with the CanCan acquisition based on financial data and strategic fit.