A working tool orienting device in a tire demounting machine includes a base which supports a rotary apparatus, rotating about an axis of rotation and designed to bear and lock wheel rims thereon; a column rising from the base and having an end secured to the base and an end opposite thereto facing upward; a moving arm, which is moved between positions close to and away from the rotary apparatus; a support arrangement for supporting working tools, which is coupled with the upward facing end, and joint means interposed between the support arrangement and the upward facing end, which are configured to make the support arrangement movable relative to the arm.