Actually, no, you aren't supposed to do that.
OEM was the installed by "builder" version, and is cheaper due to being for one build. "Retail" was what they used to call the one you could do 3 transfers with, but I haven't seen that version available since 10 came out.
With that said, for the most part 10 is pretty forgiving with its digital entitlement so long as the system sees "basically" the same build. I have had to call Microsoft on a Mobo change before, using the same basic parts and proc. I have had one instance where I built an AMD system on a 10 pro license, had it up for about a month when I discovered it simply wasn't powerful enough. I swapped the mobo and proc to another AMD and it didn't give me any issue....same SSD, cards, everything else.
By the spirit of the license to transfer it to a new build is technically piracy. Step up and buy a license for your new build.