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watchword (n.)

also watch-word, c. 1400, "password," from watch (n.) in the military sense of "period of standing guard duty" + word (n.). In the sense of "motto, slogan" it dates from 1738.

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Definitions of watchword from WordNet

watchword (n.)
a slogan used to rally support for a cause;
our watchword will be `democracy'
Synonyms: war cry / rallying cry / battle cry / cry
watchword (n.)
a secret word or phrase known only to a restricted group;
Synonyms: password / word / parole / countersign
From wordnet.princeton.edu