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watchword

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watchword/ˈwɑːtʃˌwɚd/noun
pluralwatchwords
watchword
/ˈwɑːtʃˌwɚd/
noun
pluralwatchwords
Learner's definition of WATCHWORD  
[count]
: a word or phrase that expresses a rule that a particular person or group follows
: slogan
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