Disclosed is a transfer wheel, a transfer device and a method for transferring a strip, in particular a run-flat reinforcement strip or a sidewall strip, to a tire building drum, wherein the transfer wheel defines a retaining area that is divided into a first end section for retaining the leading end, a second end section for retaining the trailing end and a main section for supporting the strip body. The transfer wheel has a first mounting member that defines first mounting positions for receiving a first group of retaining segments at the first end section, wherein the first group of retaining segments includes first body retaining segments for retaining the strip body and a first end retaining segment for retaining the leading end, wherein the first mounting member is arranged for interchangeably receiving one first body retaining segment or the first end retaining segment in each first mounting position.