Chains are always a good way to add some variation to tried and true exercises.  The swiss bar even has a specially designed slot for the chains to hang.  What more could you ask for?

This exercise is identical to a barbell row, except you'll be using the neutral grip of the swiss bar.  The chains will make the top of the movement that much harder, so these rows will be sure to put some hair on your chest.  And probably your back, too.