In 1482 here used to be a tower "Swych Utrecht" that was part of a medieval city wall defence complex in Amsterdam along the river Amstel. In 1882 the tower was demolished to make way for the "Doelen Hotel".
The gable in the facade of the hotel remembers how the former tower looked like.
Here an old image from internet of the medieval towercomplex.
Linking to "Signs, signs"