Abstract: There is disclosed in this application an armature coil winding apparatus for a flat motor including a coil winding jig having a multiplicity of pins in accordance with the number of coils and a disc-shaped winding jig movable between an open position and a closed position on the surface of the coil winding jig. The disc-shaped winding jig is formed in one portion thereof with a cutout of an angle suiting the coil pitch which receives therein a segmental winding jig with a small gap G. The disc-shaped winding jig and the segmental winding jig are formed with arcuate grooves to allow movement of the pins. There is provided structure for rotating the coil winding jig in indexing movement and for rotating a coil while moving same around an inclined surface formed on the segmental winding jig to thereby automatically wind armature coils.