Southampton manager Mark Hughes says Bournemouth can no longer be labelled "minnows".
The Cherries, whose stadium holds just 11,464, lie sixth in the Premier League table after winning five of their first eight matches.
And after spending £25m on Jefferson Lerma in the summer, Hughes thinks it is time to take Bournemouth seriously.
"He's been there a long time, he's got longevity. That helps if you're trying to build a club," Hughes said of Bournemouth boss Eddie Howe.
"He's benefited from significant investment as well. It's not 'little old Bournemouth'. They have spent a lot of money. And clearly you've got to spend that well.
"They're playing well. They've got a lot of confidence. They've added good quality once again."