The East Passyunk-based Analog Watch Co. will be on Lifetime's Project Runway: Fashion Start Up at 10:30 p.m. Thursday.

The watch company specializes in classic, wooden and marble watches, and is the brainchild of University of the Arts grad Lorenzo Buffa, who started the company as part of a college design project.

Buffa will pitch his company in front of a panel of investors, including handbag and accessories designer Rebecca Minkoff; Birchbox cofounder Katia Beauchamp; Gwynnie Bee plus-size clothing rental company founder Christine Hunsicker; and Gary Wassner, CEO of Hilldun Corp. and chairman of Interluxe Holdings LLC. The show has been described as a cross between Project Runway and Shark Tank.

To celebrate its TV debut, Analog is having a 20 percent off sale on all products.