The continuous rolling method and the continuous rolling apparatus provide good product quality and product yield by successively joining pluralities of traveling hot steel pieces by flash welding, and by rolling thus prepared endless steel piece, thus preventing generation of flaws in the rolling step, thereby manufacture steel rods, wires, and the like by the continuous rolling technology. The method has: a heating step for heating billet to a specified temperature; a flash welding step for joining the trailing end of preceding billet with the leading end of succeeding billet while they are traveling using flash welding; a deburring step for removing burrs from the welded part; a trimming step for trimming corners of cross section of the deburred welded part; and a rolling step for rolling the joined billets.