With a charming Newbury Street shop, an Insta account boasting nearly 50,000 followers and a five-star mobile app, let alone its arsenal of the industry's most coveted timepieces dating back to the 1930s, it's hard to imagine what more European Watch Company could achieve. But Albert and Joshua Ganjei, the father-son team behind this 25-year-old family biz just took it one step further: Luxury watch lovers can now purchase directly through the app. New styles are added daily. Recent favorites include a Rolex vintage Daytona Silver Panda c. 1967 ($55,700) and a Patek Philippe 175th Anniversary World Time Moonphase ($94,500). 232 Newbury St., Boston, 617.262.9798, europeanwatch.com