The spectroscopic quadrupole moment of the first 2+ state of 12C has been measured employing the Coulomb-excitation re-orientation technique. Our result of Qs (2+ 1 ) = +9.3+3.5 −3.8 efm2 suggests a larger oblate deformation than previously reported. Combining this with the consistently re-analyzed adopted value, we present the most precise value to date of Qs(2+ 1 ) = +9.5(18) efm2, which is consistent with a geometrical rotor description. This simple outcome is compared to state-of-the-art shell-model, mean field, ab initio calculations, cluster-based and geometrical-like theories, which show varying degrees of emergent quadrupole collectivity.