Synonyms of watchword

watchword

noun

ˈwäch-ˌwərd 

1

as in word

a word or phrase that must be spoken by a person in order to pass a guard

the watchword is changed every day

Synonyms & Similar Words

• word
• password
• countersign
• sign
• shibboleth
• signal
• indication
• parole
• hint

2

as in slogan

an attention-getting word or phrase used to publicize something (as a campaign or product)

their latest watchword turns up in every ad from that company

Synonyms & Similar Words

• slogan
• banner
• motto
• catchphrase
• shibboleth
• tagline
• idiom
• maxim
• cry
• catchword
• cliché
• expression
• battle cry
• war cry

Example Sentences

Recent Examples of watchword

Low-waste is the watchword, with any small amount of kitchen waste eventually becoming nutrient-rich compost. — Condé Nast, Condé Nast Traveler, 31 Mar. 2026

But in modern English parlance, mantra has come to mean a person or group’s representative phrase, similar to a slogan or a watchword. — Encyclopedia Britannica, 31 Mar. 2026

In many ways, as winners, presenters, and performers echoed that sentiment and turned viewers’ attention to the future—and specifically to future generations—optimism became the watchword of the evening. — Judy Berman, Time, 16 Mar. 2026

Sprinkling in some back-end starters and calling it a day doesn’t seem like his MO after a year on the job, so perhaps patience is the watchword here after all. — Susan Slusser, San Francisco Chronicle, 5 Jan. 2026