Super high intensity reflective wheel tapes
These tapes are produced by Custom Taylor. The width is 8mm (0.32 in) and they are cut to fit on 17 in. rims. The Amazon price is $33 (¤24).
On daytime the tape looks like a decorative stripe around the rim. At night they are intensely glowing if a beam of light is directed on them. Hopefully this tape increases the safety of the rider.