Definition of watchword noun from the Oxford Advanced Learner's Dictionary

 

watchword

 noun
noun
BrE BrE//ˈwɒtʃwɜːd//
 
; NAmE NAmE//ˈwɑːtʃwɜːrd//
 
 
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a word or phrase that expresses somebody’s beliefs or attitudes, or that explains what somebody should do in a particular situation Quality is our watchword.
See the Oxford Advanced American Dictionary entry: watchword