watch·word 
/ˈwɑ:tʃˌwɚd/ noun
plural watch·words /ˈwɑ:tʃˌwɚd/ noun [count] : a word or phrase that expresses a rule that a particular person or group follows : slogan
▪ “Safety” is our watchword. ▪ The new watchword in his campaign is “It's time for change.”
▪ “Safety” is our watchword. ▪ The new watchword in his campaign is “It's time for change.”
