To apply an annular strip of elastic material to a tire bead in the process of production of an automobile tire, the strip is initially prepared in a generally cylindrical form having an axis aligned with an axis of the bead in a generally circular form and is thereafter deformed into a generally annular form having an inner peripheral edge in close contact with the outer peripheral edge of the bead so that the annular strip is securely joined to the tire bead by reason of an internal stress produced in the deformed strip.