A roll mill for rolling a product has a roll stand with working rolls and a control device. The product has a head part and is moved towards the stand at a product head part speed. The working rolls form a rolling gap. The control device controls the stand such that, before the product head part enters the gap, the rolls are rotated at a peripheral speed which is essentially the same as the product head part speed; the gap is vertically adjusted to essentially a product head part thickness, on the feeding side, before the product enters the gap; and, during or following the insertion of the product into the gap, the gap is closed to a pre-determined value, and the peripheral speed of the working rolls is modified, especially increased, according to the gap, essentially at the same time as the closing of the gap.