On Tuesday, September 9, Apple announced their first smartwatch: the Apple Watch. Following plenty of rumors and speculation, the new wearable is real, and now the CEO of Guess Watches is ready to welcome the Cupertino-based company into the market.

The letter, which was republished by 9to5Mac in full, is pretty straightforward from one CEO to another, insofar that the Guess Watches CEO, Cindy Livingston, seems happy to have another innovative company making its way into the timepiece market. Moreover, Livingston seems more than adamantly aware that with Apple’s emergence into the watch market, everyone else, including Guess, now has an uphill battle ahead of them:

“We personally welcome this new challenge to remain relevant to our young, sexy and adventurous consumers who see as much importance in the device they carry and the messaging app they use, as the clothing and accessory brands they buy.“

While the Guess Watches CEO appears more than happy to have another competitor in the market, to help them stay on their toes, it wasn’t a missed opportunity as well to drop a smartwatch bombshell of their own:

“In today’s connected world, consumers deserve the next level of combining fashion and function. We’ve always been much more than a watch. Now, we too are going to take that concept even further. As we look forward to the launch of our own connected timepiece for GUESS… “Powered by MARTIAN”, we’re happy to have another true brand innovator in our industry that confirms the wrist as the dominant place for self-expression.“

It is very unlikely that this new timepiece will boast anything other than Google’s own smartwatch initiative, Android Wear, so this device is probably already off the table for many iPhone users out there in the wild. However, it is an obvious indication that watch manufacturers are now going to start heading into the smartwatch territory sooner, rather than later.

Apple Watch will launch sometime in early 2015, and will come in three different variants: Watch, Watch Sport and Watch Edition. The base price will start at $349, while the 18-karat gold Watch Edition could see a price tag up to $1,200.