EXHIBIT 10.1
                                                                   ------------


                              MOVADO GROUP, INC.

                              EXECUTIVE LONG-TERM

                               INCENTIVE PROGRAM



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.  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 shares 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 a three year period ending January 31.



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 Goals and can range from 0%
to 150% of the target  Award  depending  on the  achievement  of the  operating
margin goals.

PERFORMANCE STANDARDS:

   o    The number of shares of Stock earned is determined using the following
        payout schedule for the Award Period ending January 31.
   o    Payouts between performance levels will be based on straight line
        interpolation.

THREE YEAR FISCAL PERFORMANCE CYCLE
- -------------------------------------------------------------------------------
Degree of Performance               Operating                 % of Shares
Attainment                          Margin FY [  ]**          Earned
(% of Target Goal)

Maximum (111%)                      *                         150%

Target (100%)                       *                         100%

Threshold (89.5%)                   *                          50%

Below Threshold                     *                           0%

*  To be determined by resolution of the Committee
** The last fiscal year of the Award Period.
- -------------------------------------------------------------------------------

VESTING AND EARN OUT:

After the Award Period ends,  depending on the extent to which the  Performance
Goals 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.

         TERMINATION 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

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.

         RETIREMENT AND LEAVE OF ABSENCE

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 the LTIP.



        DISTRIBUTION SCHEDULE

- -------------------------------------------------------------------------------
TARGET AWARD:  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 the 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.