Audi marked a defining moment in its storied history at Geneva Watch Days 2025, where it introduced its groundbreaking Audi Concept C at a high-profile event in Milan. Heralded as a new beginning, the Concept C embodies Audi’s commitment to “Strive for Clarity,” a philosophy that focuses on radical simplicity, purity of form, and technological precision. This all-electric two-seat sports car is the brand’s first full manifestation of a design language that strips complexity, offering only the essential to elevate both engineering and aesthetics.
At the core of this transformation is the TH-Carbonspring oscillator, a revolutionary breakthrough in mechanical watchmaking technology. Developed entirely in-house by the TAG Heuer LAB and featured in the Concept C’s design, this hairspring promises unparalleled environmental resistance and long-term stability. By choosing to reinvent materials rather than iterate on existing ones, Audi is setting a bold precedent for the industry, coinciding with the 350th anniversary of the oscillator’s invention.
The Concept C is Audi’s homage to its legendary past while charting a course toward a bold future. The vertical frame at the front of the car reinterprets the Auto Union Type C and third-generation A6 models, seamlessly merging tradition with forward-thinking innovation. The vehicle’s proportions, optimized through a central battery layout, extend its cabin while retaining a monolithic exterior. A world-first retractable hardtop integrates convertible dynamics with coupé elegance, creating an aerodynamic masterpiece that is as functional as it is visually stunning.
The spirit of exploration continues with the TAG Heuer Carrera Astronomer, an extension of Audi’s design philosophy into celestial realms. With its Calibre 7 movement and scientifically accurate moonphase display, the Astronomer exemplifies the fusion of space-age technology and watchmaking heritage. The models, available in limited editions and featuring refined materials like stainless steel and rose gold, offer an intuitive experience and celestial aesthetics that mirror Audi’s cosmic vision.
Inside, the Concept C’s cabin is a haven of refined architecture and subtle luxury. The interior’s anodized aluminum controls offer mechanical feedback that reflects craftsmanship, while ambient lighting and titanium-inspired hues create a harmonious environment. The design ensures that every material, from the steering wheel to the upholstery, contributes to an immersive sensory experience, where form and function meet effortlessly.
Looking ahead, Audi’s vision extends beyond concept vehicles. By the end of 2025, the brand plans to launch over 20 new models, including fully electric and hybrid variants. In 2026, Audi’s entry into Formula 1 will further advance its technological research, positioning the brand as a global leader in sustainable mobility and high-performance innovation. Audi CEO Gernot Döllner emphasizes that clarity in design and purpose will guide the company’s future endeavors.
The Audi Concept C is more than a design exercise—it is a statement of intent. By blending legacy with innovation, precision with elegance, and functionality with aesthetics, Audi is redefining what premium mobility means in the 21st century. This concept car is not just a glimpse of future models—it is a promise that the road ahead will be clear, purposeful, and extraordinary.
