Abstract: An automatic apparatus for continuously forming cloth rolls of a selected length from great size rolls or continuous bands made of a number of cloth pieces sewn together, comprises a detecting means such as a photocell responsive to a seam between two adjoining pieces, positioned upstream of a measuring station which in turn is upstream of a cutting station. Selected advancements of the cloth and corresponding cutting operations are actuated by known automatic devices which are disabled whenever the above-mentioned detecting means senses a seam between two pieces sewn together. Another detecting means such as photocell in correspondence of the measuring station causes the cloth to stop as soon as a seam has reached this position, being preset to this operation by the first-mentioned photocell. With the automatic advancement disabled, the cloth is caused to advance, after the stop, by a fixed length corresponding to the distance between the measuring station and the cutting station.