100 Years of Watercraft Sales, Inc: Since 1917The History of Watercraft SalesAs the number of early inboard motors increased, a demand built up for boat mechanics. In 1917 Jim Guterson decided to fill that void and build a shop on Island Lake – one of the Three Lakes / Eagle River Chain of 28 Lakes. Naming his shop "Watercraft Sales," he offered boat and motor sales and service, as well as gasoline and boat accessories. As a friend of Ole Evinrude, of Evinrude Motors, Guterson carried Evinrudes as well as Higgins, Dodge Water Cars, Chris Craft Launches, and outboards built by the Rhinelander Boat Co. Watercraft Sales continued to grow and expand under a handful of new owners. Each owner, including Bud Fellows, Dave James, Julian Wachsmuth, and Bill Thiede, added their own touches to the business before selling the company in 1949 to John Lamon, Sr. A pilot in the Air Force during WWII, John flew the B-29 Super Fortress over Japan before being shot down and spending time as a P.O.W. Luckily, he was able to survive and return to Chicago and his wife Betty. Looking to move North permanently, John and Betty were happy to have the opportunity to purchase Watercraft Sales.Under John Sr, Watercraft Sales continued to flourish and expanded into restoring classic cars. It was the personal touch John added – such as showing up to service a customer's boat in his sea plane – that is most often remembered. John would find any excuse to have an opportunity to fly his plane leading to one of the first mobile services on the Three Lakes Chain and surrounding area.John and Betty's children worked along side them at Watercraft Sales from a young age. After John's son, John Jr, served in the Air Force in the Vietnam War, he returned to Three Lakes with his wife Noreen and worked at Watercraft Sales. Having managed the company since the mid-80s, John Jr and Noreen took over ownership officially in 1990. Sadly, John Sr lost his bout with cancer in the Summer of 1991, leaving a void that his infectious laugh and personality used to fill.Already the oldest Nautique boat dealer in the world, and the first Bennington dealer in the state, John and Noreen continued to bring top brands in the dealership – Sea Ray, Boston Whaler, and the full Tracker Marine Group line-up. Continuing John Sr's legacy, customer service is always at the fore-front of everything done at Watercraft, leading to many awards including the top Nautique Dealer for 2017 in customer service.Watercraft Sales recently celebrated their 100th anniversary in 2017, and the Lamon family is poised to continue building on past successes. All of John and Noreen's children have worked or currently work at Watercraft, with their son Ryan currently serving as Vice President, their children Paul and Allison working in sales and rentals, and their daughter Ashley helping whenever she's home.To all of our staff – thank you for your hard work and dedication to our company. To our loyal customers, thank you for your dedication and trusting us to keep you on the water!