diff --git a/superset-frontend/packages/superset-ui-chart-controls/src/utils/D3Formatting.ts b/superset-frontend/packages/superset-ui-chart-controls/src/utils/D3Formatting.ts
index 5541c4a4b4574..d7fb542c6b6d8 100644
--- a/superset-frontend/packages/superset-ui-chart-controls/src/utils/D3Formatting.ts
+++ b/superset-frontend/packages/superset-ui-chart-controls/src/utils/D3Formatting.ts
@@ -57,6 +57,7 @@ export const D3_FORMAT_OPTIONS: [string, string][] = [
   ...d3Formatted,
   ['DURATION', t('Duration in ms (66000 => 1m 6s)')],
   ['DURATION_SUB', t('Duration in ms (1.40008 => 1ms 400µs 80ns)')],
+  ['DURATION_COL', t('Duration in ms (10500 => 0:10.5)')],
   ['MEMORY_DECIMAL', t('Memory in bytes - decimal (1024B => 1.024kB)')],
   ['MEMORY_BINARY', t('Memory in bytes - binary (1024B => 1KiB)')],
 ];
diff --git a/superset-frontend/src/setup/setupFormatters.ts b/superset-frontend/src/setup/setupFormatters.ts
index 384b1be9e30ae..b8b181fb7f1ae 100644
--- a/superset-frontend/src/setup/setupFormatters.ts
+++ b/superset-frontend/src/setup/setupFormatters.ts
@@ -78,6 +78,10 @@ export default function setupFormatters(
       'DURATION_SUB',
       createDurationFormatter({ formatSubMilliseconds: true }),
     )
+    .registerValue(
+      'DURATION_COL',
+      createDurationFormatter({ colonNotation: true }),
+    )
     .registerValue('MEMORY_DECIMAL', createMemoryFormatter({ binary: false }))
     .registerValue('MEMORY_BINARY', createMemoryFormatter({ binary: true }));