A wheel rim guard comprising a resilient circular disc having a gap extending from a central inner opening to a circumferential edge of said disc; said disc is shaped to form a body of frusto-conical or cylindrical shape. The wheel rim guard further includes a guide strap received through the disc. One end of the guide strap is fastened proximate to a first edge of the body, the other end of the guide strap is fastened to the body between the first edge and a second edge. The wheel rim guard further includes a hook assembly having at least one hook and a washer attached by a cord, wherein the hooks are received through the central inner opening of the disc and attached to the wheel rim such that tightening the cord on the fixing member secures the wheel rim guard to the wheel rim.