About Warr's Harley-Davidson®

Warr's is Europe's oldest authorised Harley-Davidson dealership and was founded on London's Kings Road in 1924 by Captain Frederick James Warr, becoming an official Harley-Davidson dealer that same year. 

In 1949 F.J's son Fred Warr left the Royal Air Force and went to work for his father. Postwar trade restrictions meant new Harleys were not allowed to be imported into the UK. Fred Jnr campaigned long and hard against both the US Senate and British Government to have the restrictions lifted and he was eventually successful. By 1956, the first new civilian Harleys to be imported directly from Milwaukee into the UK since 1939, arrived at the Kings Road dealership.

From the 1940's to the early Seventies, Warr's was the only official representation for Harley-Davidson in the UK.

F.J. Warr (1916) and Warr's original Kings Road store.




Fred Warr and brand new, factory fresh 1957 model year Harley-Davidsons

In 1999 the company moved into a new purpose built 20,000 sq ft dealership designed by signature architects Kilburn & Nightingale and built on the site of the original 1920's store.


From those early days up to today, Warr's has been synonymous with Harley-Davidson and is probably the World's oldest Harley dealership that's still founding family owned and operated.

Founders sons. William H. Davidson (left) visits with Fred Warr jnr in 1959

Former international motorcycle road racer John Warr has been Warr's Managing Director since 1990.

John is also the founder and director of both Chelsea & Fulham and Meridian Harley Owners Groups and is a regular participant in the annual London to Brighton Pioneer Run riding his 1914 'Silent Gray Fellow' Harley-Davidson.

John Warr and Moto GP Star Jezza McWilliams celebrate winning the British Superbikes XR Cup Series for the 2nd consecutive year

In 2024 Warr's will be 100 Years old and we intend to celebrate! Throughout the year we will be holding special events and activities, always with our 100 years a Harley dealership as our focal point.

On Saturday the 6th of July we will be hosting our 100th Celebration Day at our iconic dealership on the Kings Road. There will be Bands, Food, Drinks, Attractions, 100th Anniversary Collectables and of course Bikes galore!

Save the date and join us for this truly historic event and be a part of British Biking history in the making.

Registered Name: F.H Warr & Sons Ltd, trading as Warr’s Harley-Davidson
Company Registered Number: 582482
Vat Number: 227259457
Registered Office Address: 611 Kings Rd, London SW6 2EL
Place of Registration: England and Wales

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F H Warr & Sons Ltd is an Appointed Representative of Automotive Compliance Ltd, who is authorised and regulated by the Financial Conduct Authority (FCA No 497010). Automotive Compliance Ltd’s permissions as a Principal Firm allows F H Warr & Sons Ltd to act as a credit broker, not as a lender, for the introduction to a limited number of lenders and to act as an agent on behalf of the insurer for insurance distribution activities only.


We are a credit broker and not a lender. We can introduce you to a limited number of lenders and their finance products. We are not an independent financial advisor and we act as their agent for this introduction. We may advise you on the products, subject to your personal circumstances, though you are not obliged to take our advice or recommendation. We do not charge you a fee for our services. Whichever lender we introduce you to, we will typically receive commission from them (either a fixed fee or a fixed percentage of the amount you borrow). For your reassurance, all of the lenders we work with could pay commission at different rates, but the commission we receive does not influence the interest rate you will pay. Our aim is to secure finance for you at the lowest interest rate you are eligible for from our panel of lenders. If you ask us what the amount of commission is, we will tell you in good time before the Finance agreement is executed. All finance applications are subject to status, terms and conditions apply, UK residents only, 18’s or over. Guarantees may be required.


Complaints where you are operating under Automotive Compliance’s FCA permissions, the following contact details need to be on this page for complaints: Regulated Complaints Post: Automotive Compliance Ltd, The Factory, 44 Alfred Street, Gloucester, GL1 4DD Telephone: 01452671560 E-mail: complaints@automotive-compliance.co.uk

Financial Ombudsman Service, the following information must also be added to this page: If we cannot resolve your complaint within 8 weeks, you may refer your dispute to the Financial Ombudsman Service. This service is free to use. Their consumer helpline is available on 0800 023 4567 or 0300 123 9123 or you can visit their website at www.financial-ombudsman.org.uk