A roller assembly for use during tire construction includes a telescoping tube arrangement and a roller positioned thereabout. The telescoping tube arrangement has an inner tube section and an outer tube section and which can be adjusted in length to accommodate the width of the tire component under construction. The roller includes a cylindrical surface of a desired hardness which is positionable into engagement with the outer surface of the tire component under construction and which includes a plurality of roller sections which are positionable about the telescoping tube arrangement and in a side-by-side relationship with one another. In addition, each roller section defines a peripheral surface so that when the roller sections are positioned in a side-by-side relationship along the tube arrangement, the peripheral surfaces of the roller sections collectively provide the cylindrical surface of the roller.