From Longman Dictionary of Contemporary Englishwatchwordwatch‧word /ˈwɒtʃwɜːd $ ˈwɑːtʃwɜːrd, ˈwɒːtʃ-/ noun [singular] EXPLAINa word or phrase that expresses an attitude or belief Environmental quality will be the watchword for the 21st century.
Examples from the Corpus
watchword• The Chancellor is, however, unsympathetic and safety-first will be his watchword.• The new watchword in the campaign is "balance."• This will continue to be our watchword in the years ahead.• Growth is once again the watchword as the country looks for another period of expansion in higher education.• The assembly line is giving way to quality circles, and quality rather than quantity is becoming the watchword.• When women run companies, cooperation, not competition, is the watchword.• This is the watchword of the Winnetka school district.• That's why time and attention is paid to every home, with quality the watchword.• In her day and at her station, the watchword for women was class. 