In 1903, out of a small shed in Milwaukee, Wisconsin, four young men lit a cultural wildfire that would grow and spread across geographies and generations. Their innovation and imagination for what was possible on two wheels sparked a transportation revolution and lifestyle that would make Harley- Davidson the most desirable motorcycle brand in the world.

Today, they continue to define motorcycle culture and lifestyle, evoking soul-stirring emotion reflected in every product and experience they deliver – like they have for well over a century and will for generations to come.

Warr’s was founded on Kings Road in 1924 by Captain Frederick James Warr, becoming an official Harley-Davidson dealer that same year.

From those early days up to today, Warr’s has been synonymous with Harley-Davidson and is Europe’s oldest and biggest-selling Harley-Davidson dealership Group.

Their landmark central London dealership is situated at the junction of Kings and New Kings Road in SW6. The full range of Harley-Davidson motorcycles including the Award Winning All Electric ‘LiveWire’ are displayed in store alongside the full range of Harley-Davidson Parts, Accessories and Clothing.

A full fleet of Demonstrator vehicles are available for test.

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