How to specify the Chrome binary location via the selenium server standalone command line?

You can specify a non-standard location for the chrome binary in ChromeOptions.

ChromeOptions options = new ChromeOptions();
options.setBinary("/path/to/other/chrome/binary");

See the ChromeOptions documentation at: https://sites.google.com/a/chromium.org/chromedriver/capabilities#TOC-Using-a-Chrome-executable-in-a-non-standard-location

After many tries I've found that configuration like (please scroll window with code to find property chrome_binary)

For Windows environment

java -jar selenium-server-standalone-2.52.0.jar 
  -role webdriver 
  -Dwebdriver.chrome.driver="\path\to\chromedriver.exe"
  -browser "browserName=chrome,version=__version__,maxinstance=__no__,platform=WINDOWS,chrome_binary=\path\to\chrome\binary\chrome.exe" 
  -hubHost __address__
  -port __port__

works like a charm