Few figures in Swiss business embody the precision, reliability, and forward-thinking pragmatism that define the nation’s industrial DNA as completely as Daniel Broglie. Known primarily as the Co-owner and Executive of CHROMOS Group AG and, more recently, as the President of Handel Schweiz (the Swiss Trade Federation), Broglie represents a new generation of Swiss business leaders—rooted in tradition, yet attuned to global transformation.
His journey from company heir to national trade advocate reflects not only personal ambition but also a deep understanding of how Swiss enterprises must evolve in an era of digitalization, sustainability, and cross-border complexity.
Early Life and Family Background
While Daniel Broglie maintains a discreet personal profile, his professional path is deeply intertwined with a family legacy that dates back nearly eight decades. The Broglie family has been central to CHROMOS Group AG, a Swiss company founded in 1946, known for its pioneering role in the printing, imaging, and packaging sectors.
The company’s roots in precision engineering and print technology mirror Switzerland’s broader reputation for quality and innovation. From its earliest days, CHROMOS distinguished itself as a reliable distributor and solutions provider for printing systems, eventually expanding into packaging, industrial automation, and digital workflows.
Born into this environment, Daniel Broglie grew up immersed in the principles that define Swiss craftsmanship—punctuality, quality, and responsibility. These values would later become the cornerstone of his leadership philosophy.
Entering the Family Business: The CHROMOS Journey Begins
Daniel officially joined the CHROMOS organization in 2006, marking the start of a new generation’s involvement in the family enterprise. His early years within the company coincided with one of the most transformative periods in the printing and imaging industries—when digital technologies were rapidly displacing analog systems, and clients demanded integrated solutions rather than standalone equipment.
Rather than simply inheriting a role, Broglie immersed himself in sales, service operations, and business development, gaining practical insight into both the commercial and technical aspects of the trade. His hands-on approach reflected a desire to modernize the company from within while maintaining the stability and customer trust that defined its legacy.
Strategic Vision: Balancing Evolution and Continuity
Broglie’s leadership style is often summarized by one keyword: evolution.
When he began assuming greater responsibility within CHROMOS, he resisted the temptation for abrupt disruption. Instead, he adopted a principle-driven transformation strategy—gradually expanding the company’s competencies while safeguarding its established strengths.
He understood that the CHROMOS brand was built on reliability and personal service, and that any modernization effort needed to honor that heritage. This deliberate approach—rooted in long-term thinking rather than short-term gains—became a defining feature of his management philosophy.
The 2020 Milestone: Formation of CHROMOS Group AG
A defining moment in Broglie’s corporate journey came in 2020, when Chromos AG merged with FUJIFILM (Switzerland) AG to form CHROMOS Group AG. The merger unified several complementary areas of expertise under one umbrella—printing systems, packaging technologies, industrial solutions, and service excellence.
For Daniel Broglie, this merger was not simply a structural change; it symbolized a commitment to synergy and innovation. He saw in it an opportunity to create a platform for integrated industrial solutions—combining hardware, software, and services in a single ecosystem capable of supporting clients through the full product lifecycle.
Under his stewardship, CHROMOS Group AG shifted from being a traditional distributor to becoming a value-added solution provider. The group began investing in software systems, automation tools, and digital process integration, positioning itself to compete in an increasingly connected manufacturing landscape.
Generational Handover and Co-Ownership (2021)
In 2021, CHROMOS Group AG celebrated its 75th anniversary, marking three-quarters of a century in Swiss industry. The same year, a formal generational handover took place: Daniel and Christian Broglie, representing the third generation of the founding family, assumed majority ownership of the company.
This transition was more than symbolic. It represented a renewal of purpose—a commitment to lead CHROMOS into the next industrial era while retaining its foundational values. Under their joint ownership, the company intensified its focus on innovation, sustainability, and customer partnership.
Daniel’s role as Delegate of the Board of Directors and Co-Managing Owner placed him at the center of both operational strategy and corporate governance. His dual perspective—balancing hands-on leadership with board-level vision—became one of his defining professional strengths.
Expansion into Software and Industry 4.0 Solutions
The years following the merger and ownership transition saw CHROMOS Group AG expand aggressively into digital and software-driven domains. Recognizing that the future of industrial competitiveness lay in data and connectivity, Broglie championed the company’s diversification into industrial software development and systems integration.
A notable milestone came with the acquisition of DVS System Software GmbH & Co. KG, a German developer specializing in process automation and digital control systems for the printing and packaging industries. Broglie described this acquisition as a strategic investment to “strengthen CHROMOS’ innovation capacity and future readiness.”
Through this move, the company broadened its capabilities beyond machinery distribution into customized software solutions, offering clients enhanced process efficiency, predictive maintenance, and quality control systems.
This pivot exemplified Broglie’s belief that the modern industrial enterprise must be both technically adaptive and customer-centric—able to evolve with the market while staying anchored in trust and service excellence.
Vitaris AG: Bridging into Life Sciences
In addition to his leadership at CHROMOS, Daniel Broglie expanded his entrepreneurial footprint into the life sciences sector through Vitaris AG, a Swiss company specializing in laboratory, analytical, and biotech equipment.
His involvement in Vitaris reflects a broader strategic vision: the convergence of technology, data, and applied science as key growth areas for Swiss SMEs. By aligning with Vitaris, Broglie extended his influence from industrial manufacturing into healthcare and laboratory innovation—a sector that increasingly relies on digital infrastructure and precision systems.
This diversification underscores a recurring theme in Broglie’s career: building bridges between traditional engineering and modern digital ecosystems.
Leadership Philosophy: Swiss Precision Meets Human-Centered Business
Observers and colleagues often describe Broglie’s leadership style as a fusion of Swiss precision and human-centered pragmatism.
At the core of his approach are three guiding principles:
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Reliability as a competitive advantage:
Broglie believes that trust and consistency—often undervalued in the age of disruption—remain key differentiators in B2B industries. For CHROMOS, this translates into long-term client relationships built on dependable delivery and service quality. -
Incremental innovation:
Rather than chasing trends, Broglie promotes steady, evidence-based evolution. His philosophy mirrors the engineering ethos that innovation must enhance function, not merely image. -
Empowered collaboration:
Broglie is known to prioritize internal collaboration, encouraging departments to share knowledge and jointly develop client solutions. His leadership fosters cross-functional teams capable of responding flexibly to market shifts.
These values resonate not only within CHROMOS but also across the broader Swiss business ecosystem, where precision and reliability are national hallmarks.
Becoming President of Handel Schweiz (2025)
In June 2025, Daniel Broglie reached a new milestone in his public leadership journey when he was elected President of Handel Schweiz (the Swiss Trade Federation). The announcement marked a significant expansion of his influence from corporate management to national trade policy advocacy.
Handel Schweiz represents over 3,500 companies and 34 trade associations, covering wholesale, distribution, import/export, and service industries. Its mission is to promote favorable conditions for Swiss trade, ensure global market access, and advocate for innovation and sustainability.
Broglie succeeded Rudolf O. Schmid, inheriting a federation deeply involved in national economic policy debates—particularly around regulatory reform, labor market dynamics, and Switzerland’s relationship with the European Union.
As President, Daniel Broglie immediately emphasized three key priorities:
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Reducing regulatory burdens on small and medium-sized enterprises (SMEs).
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Securing international market access amidst shifting trade agreements.
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Driving digital transformation and sustainability within the trade sector.
His appointment was widely regarded as a reflection of the federation’s commitment to modernization, digital readiness, and the integration of real-world industry expertise at its helm.
Policy Focus: Advocating for Competitive Swiss Trade
In his public statements and trade commentaries, Broglie underscores the need for Switzerland to maintain its global competitiveness through a balance of openness, innovation, and pragmatism.
1. Market Access and International Partnerships
Switzerland’s economy is heavily export-dependent, making stable international partnerships essential. Broglie advocates for maintaining and expanding free-trade agreements and ensuring that regulatory frameworks remain compatible with European standards—without compromising Swiss sovereignty.
2. Digital Transformation in Trade
He encourages SMEs to embrace digitalization as a strategic imperative rather than a technical challenge. For Broglie, adopting technologies like process automation, e-commerce integration, and AI-driven logistics is vital to sustaining competitiveness in a borderless economy.
3. Sustainability and Responsibility
Broglie also champions sustainable trade practices, arguing that ecological responsibility and economic competitiveness are not mutually exclusive. He supports circular economy principles and efficient resource utilization, aligning with Switzerland’s broader environmental commitments.
Industry Reputation and Recognition
Within Swiss industry circles, Broglie is widely respected as a bridge-builder—someone who connects traditional expertise with emerging business models.
He is known for his measured communication style, precision-oriented decision-making, and long-term vision. His tenure at CHROMOS Group AG and his leadership at Handel Schweiz illustrate an ability to navigate both corporate complexity and public advocacy with equal dexterity.
Colleagues often note that his credibility stems not from rhetoric but from experience—having personally led through mergers, acquisitions, and digital transformations.
Corporate Governance and Ethical Orientation
Broglie’s approach to governance reflects the Swiss model of transparency, accountability, and steady stewardship.
At CHROMOS, he helped formalize governance structures to ensure compliance, ethical sourcing, and data protection—issues increasingly important to clients and regulators alike. The company’s reputation for reliability and customer partnership owes much to this culture of integrity.
As President of Handel Schweiz, Broglie extends these principles to the national level, promoting fair trade, SME inclusion, and responsible competition. His emphasis on ethics and sustainability aligns closely with Switzerland’s global reputation as a stable, trustworthy partner in commerce.
Vision for the Future: Innovation Rooted in Trust
Looking ahead, Daniel Broglie’s vision is grounded in continuity and adaptability. He often frames his outlook in terms of evolution through collaboration—a belief that the future of trade and industry depends on collective learning and cross-sector cooperation.
His focus areas for the coming decade likely include:
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Digital and AI-driven productivity gains across Swiss SMEs.
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Sustainable packaging and production ecosystems.
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Workforce upskilling to meet Industry 4.0 demands.
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Policy alignment between innovation and regulation.
While Switzerland faces challenges from global market pressures, supply chain volatility, and regulatory complexity, Broglie’s steady, evidence-based leadership style positions him as a stabilizing force for both business and policy.
Personal Traits and Leadership Legacy
Though not publicly flamboyant, Daniel Broglie’s professional reputation speaks volumes. He embodies traits that mirror Switzerland’s broader industrial identity:
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Discipline and precision in planning and execution.
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Long-term perspective on investments and relationships.
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Empathy and trust-building in leadership.
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Commitment to quality in every operational detail.
His legacy, still in progress, is one of responsible modernization—a careful integration of technological progress, ethical standards, and human values.
Lessons from Daniel Broglie’s Career
Business students and professionals can draw several enduring lessons from Broglie’s career:
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Innovation does not require disruption.
Sustainable change often comes through steady, well-managed evolution. -
Tradition and technology can coexist.
The CHROMOS story shows how legacy industries can adapt without losing identity. -
Leadership is a trust economy.
The most successful transformations are those that retain the confidence of employees, customers, and partners. -
National advocacy matters.
Through Handel Schweiz, Broglie demonstrates that business leaders can shape not only companies but also the economic landscape they operate in.
Conclusion: A Swiss Leader for a Connected World
In a world of constant transformation, Daniel Broglie represents a distinctly Swiss answer to modern leadership: quiet confidence, pragmatic innovation, and unwavering reliability.
From his stewardship of CHROMOS Group AG to his presidency at Handel Schweiz, Broglie has consistently championed evolution over disruption, substance over spectacle, and collaboration over competition.
His story is more than a biography—it is a reflection of how values-driven leadership can guide industries through change without losing their core identity.
As Switzerland navigates new global trade realities and the digital revolution reshaping commerce, figures like Daniel Broglie remind us that progress need not come at the cost of principle. Precision, trust, and responsibility—timeless Swiss virtues—remain the best foundations for the future.
