Celebrating a centenary

John Warr, managing director of Warr’s Harley-Davidson^®, Europe’s oldest Harley dealership, describes a remarkable 100th anniversary celebration

In 1924 television was unheard of, the wireless was for the privileged few, Winston Churchill was Chancellor, Queen Elizabeth had yet to be born and the Harley-Davidson Motor Company of Milwaukee, Wisconsin had been in the motorcycle business for a mere 21 years…

In that same year, Londoner and army veteran Captain Frederick James Warr opened a Motorcycle and Bicycle repair shop on London’s Kings Road. Later that year he became an authorised Harley-Davidson dealer.

Fast forward 100 years to 2024 and Warr’s Harley-Davidson, Europe’s oldest Harley dealership and the World’s oldest that is still owned and operated by the founding family, is celebrating its 100^th Anniversary.

If there was ever a time to celebrate it must be now. So, on Saturday July 6^th this year, pretty much on the same spot where Capt. F J first opened his shop doors, thousands of Harley enthusiasts and well-wishers converged on 611 Kings Road, truly the birthplace and spiritual home of H-D in the UK, to celebrate Warr’s birthday.

Of course, it wouldn’t have been the same if there wasn’t a good splash of old fashioned British wet weather thrown in but that didn’t deter the crowds and by early afternoon the Warr’s site was at maximum capacity.

Harley enthusiasts from all over, including the USA, Canada, Europe and even the Middle East were there to visit the famous showroom which is full of H-D history, curios and of course Harleys! On view inside were historic machines from as far back as 1912, mixed in with 1920’s J Models, 1940’s Knuckleheads, Flatheads, Panheads, Evos and of course the Warr collection of legendary Harley racers from across the decades.

Outside in the large car park the central stage was set. Master of Ceremonies for the day and longtime Harley rider Neil Fox introduced VIP guest and Global Harley ambassador Bill Davidson who had come over especially for the 100^th. Bill presented Warr’s boss John Warr with a beautifully handcrafted one-off award made from Rose Gold, recognising the dealership’s 100 years.

To entertain the crowds five live music acts played all day. The headline performer was Glenn Matlock of the legendary Sex Pistols (also founded on the Kings Road) and now Blondie. As Glenn belted out the Pistol’s mighty anthem’s we can only wonder what Warr’s founder F J would have thought of all the crowds and the sights and sounds celebrating his unique Harley-Davidson legacy. I think we can be very sure he would be very proud of Warr’s 100 year achievement.