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; 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

“Uncertainty” was already a buzzword in 2025, but in 2026, it will become the dominant corporate watchword among American business leaders.

From Barron's • Feb. 3, 2026

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

From The Wall Street Journal • Jan. 30, 2026

The Negro press was a signal corps, communicating between leaders and the ground troops, giving the watchword so that the Negro community moved forward in sync with America, but more importantly, as a unified whole.

From "Hidden Figures" by Margot Lee Shetterly