The invention disclosed here is a wire reel that is designed to be used in connection with an automated wire handling system. The reel has a generally planar stiffback, and a circular flange that is releasably connected to the stiffback. The stiffback and flange together define a circular winding space for coiling a wire onto the reel. The stiffback also carries two, spaced-apart clamps which are positioned outwardly with respect to the outer perimeter of the flange. These clamps hold the opposite ends of the coiled wire. The stiffback is shaped so that it is suitable for gripping and handling by a robotic arm or the like.