EXHIBIT 10.1
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                               MOVADO GROUP INC.



                              EXECUTIVE LONG TERM



                                INCENTIVE PLAN





INTRODUCTION:

The Movado  Group,  Inc.  long term  incentive  plan ("LTIP") is a performance
share program that has been established by the  Compensation  Committee of the
Board of Directors of Movado Group, Inc. (the "Committee") pursuant to Section
9 of the  Movado  Group,  Inc.  1996  Stock  Incentive  Plan (as  amended  and
restated,  the "Plan").  Capitalized terms that are not defined below have the
meaning  given to them in the Plan.  A copy of the Plan is  attached  for your
reference. Performance Share Units are equivalent, 1 for 1, to shares of Stock
that vest based on the Company's  achievement of multi-year  Performance Goals
and the continued service of the Plan Participant.


OBJECTIVES:

  o  Links compensation to the achievement of corporate goals
  o  Recognizes competitive practices in executive compensation
  o  Focuses key employees on the improvement of the Company's operating profit
  o  Provides greater equity awards for achieving and exceeding goals
  o  Assists with the attraction and retention of key management personnel


TYPE OF AWARD:

Your  Award is in the form of  Performance  Share  Units  as  described  under
Section 9 of the Plan.  These  Performance  Share Units will be credited  with
Dividend  Equivalents  during  the  Award  Period  as  described  below if the
Performance Goals are achieved and the Stock is distributed.


PERFORMANCE GOALS

The  Performance  Goal that will  determine the number of shares of Stock,  if
any,  you  receive is the  Company's  operating  margin.  Operating  margin is
defined as operating  profit  divided by net sales,  determined  in accordance
with GAAP as consistently applied by the Company. This number will be adjusted
to exclude the impact of acquisitions and divestitures.


AWARD PERIOD:

The Award  Period,  which is the period of time within  which  performance  is
measured to  determine  whether an Award of  Performance  Share Units has been
earned, is the three years ending January 31, 2009.



SIZE OF INDIVIDUAL AWARDS:

Your target  Award is expressed as a number of  Performance  Share Units.  The
actual number of shares of Stock earned is based on actual  performance at the
end of the Award Period relative to the Performance Goal and can range from 0%
to 150% of the target Award  depending  on the  achievement  of the  operating
margin goals.


PERFORMANCE STANDARDS:

The number of shares of Stock earned is determined  using the following payout
schedule for the Award Period ending January 31, 2009:


- ---------------------------------------------------------------------------
                     FISCAL 2007 - 2009 PERFORMANCE CYCLE

DEGREE OF PERFORMANCE                     OPERATING             %OF SHARES
ATTAINMENT                                MARGIN FY09           EARNED
(% OF TARGET  PERFORMANCE GOAL)

Maximum (111%)                            *%                    150%

Target (100%)                             *%                    100%

Threshold (89.5%)                         *%                     50%

Below Threshold                           *%                      0%
- ---------------------------------------------------------------------------
*   To be determined by resolution of the Committee.

Payouts   between   performance   levels  will  be  based  on  straight   line
interpolation.

VESTING AND EARN OUT

After the Award Period ends,  depending on the extent to which the Performance
Goal is  achieved,  up to 50% of the shares of Stock equal to the target Award
will be  distributed  within 75 days after  completion of the Award Period and
the remainder of the earned shares will be distributed on the 2nd  anniversary
of completion of the Award Period.

Participants  must be employed at the  completion of the Award Period in order
to receive the shares of Stock.  The amount deferred to the 2nd anniversary is
subject  to  forfeiture  only  in the  event  of the  Participant's  voluntary
resignation  or  termination of the  Participant's  employment for Cause.  For
purposes  of this LTIP,  the  Participant's  employment  shall be deemed to be
terminated  for "Cause" if the  Participant  is  discharged  (i) on account of
fraud,  embezzlement  or other  unlawful or tortious  conduct,  whether or not
involving  or against the Company or any  Affiliate,  (ii) for  violation of a
written policy of the Company or any Affiliate,  (iii) for serious and willful



acts of misconduct detrimental to the business or reputation of the Company or
any  Affiliate  or (iv) for "Cause" or any like term as defined in any written
employment contract with the Participant.

Pro-rata  payouts  will be  made  for  retirement,  permanent  disability  (as
determined by the Committee) and death occurring during the Award Period based
on actual  performance  at the end of the Award  Period.  For  purposes of the
LTIP, "retirement" means a Participant's voluntary resignation (i) at or after
age 65, or (ii) before the age of 65 but after age 55 provided the Participant
has been  employed by the Company (or one of its  Affiliates)  for at least 10
years and further subject to the specific approval of the Committee (including
any  limitations or conditions the Committee  may, in its  discretion,  impose
which are not inconsistent with the express terms of the Plan such as, without
limitation,  a covenant by the  Participant  not to compete with the Company).
The Committee  may in its  discretion  determine  whether any leave of absence
(including   short-term  or  long-term  disability  or  medical  leave)  shall
constitute a termination of employment for purposes of this LTIP.

The  following  illustrates  the  distribution  schedule at various  levels of
performance for a participant with a TARGET AWARD OF 2,000  PERFORMANCE  SHARE
UNITS:

- ------------------------------------------------------------------------------
ACTUAL PERFORMANCE       # OF SHARES          # OF SHARES OF STOCK DISTRIBUTED
     LEVEL                    EARNED        (END OF CYCLE)*    2ND ANNIVERSARY

Maximum                        3,000                1,000                2,000

Target                         2,000                1,000                1,000

Threshold                      1,000                  500                  500
- ------------------------------------------------------------------------------
*   Equal to the  lesser of (a) 50% of  number of shares  earned or (b) 50% of
    target shares

PAYOUT:

Awards  will be paid in shares  of Stock,  net of  required  tax  withholding.
Dividend  credits  are  paid on the  number  of  shares  actually  earned,  as
described below.

DIVIDENDS:

Each Performance  Share Unit will be credited with Dividend  Equivalents equal
to the  dividends  paid on one share of Stock  during the Award Period and the
subsequent two-year mandatory deferral period. Dividend Equivalents will be in
the form of Phantom Stock Units and will be  distributed as an equal number of
shares of Stock at the same time as the distribution of earned shares.



CHANGE IN CONTROL

If there should be a Change in Control,  the  Performance  Share Units awarded
will  be  immediately  and  automatically  converted  on a 1  for 1  basis  to
time-based  Phantom Stock Units without  pro-ration which will vest at the end
of the Award Period and upon vesting,  one share of Stock will be  distributed
for each Phantom Share Unit not previously forfeited. The basis for conversion
depends upon when during the Award Period the Change in Control occurs.

- ------------------------------------------------------------------------------
TIME OF THE CHANGE IN CONTROL                    SHARES CONVERTED AT:
- ------------------------------------------------------------------------------
Months 1 through 12                               Threshold
- ------------------------------------------------------------------------------
Months 13 through 24                              Target
- ------------------------------------------------------------------------------
Months 25 through 36                              Performance to date
- ------------------------------------------------------------------------------

If a Participant's  employment is terminated within 24 months after the Change
in Control, the unvested Phantom Stock Units will become immediately vested.


MISCELLANEOUS:

The Committee  reserves the right with or without notice, at any time and from
time to time,  in its sole and absolute  discretion  to (i) amend or modify in
whole or in part any of the  provisions of the LTIP in any respect  whatsoever
(ii) suspend or cancel the LTIP and (iii) make exceptions to any or all of the
provisions of the LTIP on a case by case basis.

This LTIP  shall be subject  to all of the terms and  provisions  of the Plan,
which  are  incorporated  hereby  and  made a part  hereof.  If  there  is any
inconsistency  between any of the  provisions  of this LTIP and the Plan,  the
provisions of the Plan shall govern.

NEITHER THE PLAN NOR THE LTIP  CONSTITUTES  A CONTRACT OF  EMPLOYMENT  AND THE
COMPANY   SPECIFICALLY   RESERVES  THE  RIGHT  TO  TERMINATE  A  PARTICIPANT'S
EMPLOYMENT  AT ANY TIME WITH OR WITHOUT  CAUSE AND WITH OR  WITHOUT  NOTICE OR
ASSIGNING A REASON.