A rim protection apparatus fitted around a periphery of a rim of a motor vehicle wheel is provided. The rim protection apparatus covers the circumferential edge of the rim. The apparatus has substantially planar circular protective ring and means for fitting the protective ring around the periphery of the rim. The protective ring has a front surface and a back surface, the back surface being coupled with the rim of the wheel when the apparatus is fitted around the periphery of the rim of the wheel, the front surface being a decorative surface accenting the color and appearance of the wheel. The protective ring is fitted around the periphery of the rim with an adhesive layer disposed on the back surface of the protective ring.