Alex, which opens in 2019, will feature 44 rooms and suites overlooking the lake. The hotel has been designed for the extended stay market with each room featuring a kitchen and terrace.

The property will also include an all-day dining restaurant and bar, plus a wellness with sauna, steam room, fitness room, plunge pool and spa treatment room.

Outdoor activities for guests will include use of the hotel's yacht, watersports on the lake, and bicycles to explore the local area.

Gordon Campbell Gray, founder of Campbell Gray Hotels, said: "Alex is a unique prospect as it holds wide appeal for business, tourism, locals as well as international guests. We are thrilled to have this opportunity to be in Switzerland and are delighted to be working closely with the owners on the creation of Alex, and to introduce our distinctive brand to Lake Zurich."

There has been a hotel on the Alex site since 1896, firstly the Hotel Krone, then Hotel Alexander Am See, which was demolished in 2015 to make way for the new property.

The concept for Alex was created by consultancy HoCoSo, which describes the property as the first luxury aparthotel in the Zurich area and the first luxury boutique aparthotel in Europe. It is positioned between serviced apartments and luxury hotels, and will target both corporate and leisure guests.

HoCoSo is a sponsor of the 2019 Serviced Apartment Summit RECHARGE event which takes place in Berlin in January.