A joining device for joining a trailing end of a first strip to a leading end of a second strip to form a tire component, wherein the joining device comprises a support member with a support surface configured for supporting the first strip and the second strip in a support plane in a first strip position and a second strip position, respectively, on opposite sides of a joining line and a retaining member with a retaining surface for retaining the second strip in a retaining plane extending above the support plane at the second strip position, wherein the retaining member is configured for retaining the second strip to the retaining surface with the leading end projecting from the retaining member towards the first strip position over a first projecting distance in a projecting direction parallel to the retaining plane, wherein the joining device is configured for positioning the leading end of the second strip in a joining orientation in which said leading end is closer to the support plane than the rest of the second strip, wherein the joining device comprises a control unit configured for controlling a relative movement between the support member and the retaining member, wherein the control unit is arranged for first controlling a first component of the relative movement in a placement direction perpendicular to the support plane to place the leading end of the second strip in the joining orientation in contact with the support plane and subsequently controlling a second component of the relative movement in a joining direction transverse to the joining line and parallel to the support plane to bring the leading end of the second strip in the joining orientation into contact with the trailing end of the first strip.