Background: The chain of Sm isotopes exhibits a wide range of nuclear shapes and collective behavior. While the onset of deformation for N > 82 has been well studied both experimentally and theoretically, fundamental data is lacking for some Sm isotopes with N < 82. Purpose: Electromagnetic transition rates represent a sensitive test of theoretical nuclear structure models. Lifetime measurements are furthermore complementary to Coulomb excitation experiments, and the two methods together can give access to spectroscopic quadrupole moments. Method: The lifetime of the 2 + 1 state in 140 Sm was measured with the recoil-distance Doppler shift technique using the reaction 124 Te(20 Ne, 4n) 140 Sm at 82 MeV. Theoretical calculations were performed based on a mapped collective Hamiltonian in five quadrupole coordinates (5DCH) and the Gogny D1S interaction. Results: The lifetime of the 2 + 1 state in 140 Sm was found to be 9.1(6) ps, corresponding to a B(E2; 2 + 1 → 0 + 1) value of 51(4) Weisskopf units. The theoretical calculations are in very good agreement with the experimental result. Conclusions: The B(E2; 2 + 1 → 0 + 1) value for 140 Sm fits smoothly into the systematic trend for the chain of Sm isotopes. The new beyond-mean field calculations are able to correctly describe the onset of collectivity in the Sm isotopes below the N = 82 shell closure for the first time.