Bell & Ross unveil legendary Harley-Davidson® B-Rocket


No other motorcycle in the world gets the same devotion as a Harley-Davidson – for enthusiasts, it is more than just a machine. Customisation is an important part of the Harley-Davidson® lifestyle and from choice of paintwork to accessories; the finished bike is a real expression of its owner’s personality.

This is something that French watch company Bell & Ross came to realise in 2011 when Shaw Harley-Davidson® built them their very own Bell & Ross Nascafe racer, with a carbon-cased BR7 watch set into the fuel tank! It would seem that individuality is indeed not timeless for the esteemed horologist leaders.


The company was so impressed with its motorised mascot that they’ve commissioned the dealership to create them a second machine. The design of the premium motorcycle was kept under strict embargo until its grand reveal at the 29th International Automobile Festival in Paris, where its unique, aviation-inspired shape wowed a small crowd invited to the exclusive preview!

John Shaw, Bruno Bellamich & Steven Willis with the B-Rocket
John Shaw, Bruno Bellamich & Steven Willis with the B-Rocket

The full concept behind the new B-rocket, with a neo-retro look and lines encapsulating the essential principles of aeronautical design, has now been presented at the Baselworld Jewellery and Watch show in Switzerland on 27 March alongside two watches that perform complementary functions.

A direct offshoot of the B-Rocket, the BR 01 B-Rocket is the ultimate watch for drivers and riders alike. Just like the high-speed motorcycle it is designed to accompany, this instrument is impressive; its case measures 46mm in diameter. The ultimate in timing your speed, it has a large minutes counter, with a tachymetric scale on the outer edge of the dial, which as a matter of priority measures short periods of time and allows your performance to be instantly displayed. From a functional point of view, the chronograph is automatically triggered by the highway push-piece.


Steve Willis, Dealer Principal at Shaw H-D® said: “We’ve had loads of people wanting to sneak a peak at this new motorcycle but its design was kept a complete secret. I don’t think anybody was expecting what was unveiled, it’s one of our proudest creations yet. The B-Rocket’s look was inspired by speed-bikes and the 60’s experimental US aviation to reflect Bell & Ross’ long-standing relationship with, and passion for, aviation equipment.”

Shaw Harley-Davidson®, a regular performer on the customisation world stage, took the original Bell & Ross Nascafe Racer to the American Motorcycle Dealer World Custom Championships at Sturgis in 2011 where it achieved third place! So great things can certainly be expected from its successor!

Find out all about Shaw Custom in our exclusive feature here



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