watchword

American  

[woch-wurd] / ˈwɒtʃˌwɜrd /

noun

1. a word or short phrase to be communicated, on challenge, to a sentinel or guard; password or countersign.

   Synonyms:

   shibboleth

2. a word or phrase expressive of a principle or rule of action; slogan.

   Conservation has been our watchword.

   Synonyms:

   shibboleth

3. a rallying cry of a party, club, team, etc.

   Synonyms:

   motto

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watchword British  

/ ˈwɒtʃˌwɜːd /

noun

1. another word for password

2. a rallying cry or slogan

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Etymology

Origin of watchword

Middle English word dating back to 1350–1400; see origin at watch, word

Example Sentences

So far, the watchword of the invisible primary this time around seems to be “affordability,” a catchall term for Americans’ sense that life—everything from housing and childcare to groceries and gas—has gotten too expensive.

From Slate • Mar. 25, 2026

In other words, affordability was the watchword before the high court’s decision, and it remains so.

From MarketWatch • Feb. 20, 2026

The watchword in Venice, by contrast, was “colorito”—colorful.

From The Wall Street Journal • Jan. 30, 2026

"The watchword now is re-engagement, with a dialogue that can take place discreetly, in a calm, peaceful, equal manner, but also with a view to results," said Romatet.

From Barron's • Nov. 13, 2025

Just as “victory” had been the watchword for the past four years, now “reconversion” came to the fore, with the United States trying to adjust its psyche and its economy to the peace.

From "Hidden Figures" by Margot Lee Shetterly