Abstract: This work aims at presenting an alternative approach to the long standing problem of the B(E2) values in Sn isotopes in the vicinity of the N=Z double-magic nucleus Sn-100, until now predominantly measured with relativistic and intermediate-energy Coulomb excitation reactions. The direct measurement of the lifetime of low-lying excited states in odd-even Sn isotopes provides a new and precise guidance for the theoretical description of the nuclear structure in this region. Lifetime measurements have been performed in Sn-105 for the first time with the coincidence Recoil Distance Doppler Shift technique. The lifetime results for the 7/2(1)(+) first excited state and the 11/2(1)(+) state, 2(+)(Sn-104) circle times nu 1g(7/2) multiplet member, are discussed in comparison with state-of-the-art shell model and mean field calculations, highlighting the crucial contribution of proton excitation across the core of Sn-100. The reduced transition probability B(E2) of the 11/2(1)(+) core-coupled state points out an enhanced staggering with respect to the B(E2; 2(1)(+) -> 0(1)(+)) in the even-mass Sn-104 and Sn-106 isotopes.