The 20-year-old has been a revelation at Villa Park this season, taking on the moniker as something of a super-sub, given his match-winning performances from the bench.
Duran scored the winning goals in games against West Ham United and Everton in the Premier League, as well as a memorable long-range strike to beat Bayern Munich in the club's first Champions League home game in over four decades.
What makes it more remarkable is that Duran was close to leaving the club to join West Ham over the summer, but eventually stayed and looked set to play second-fiddle to Ollie Watkins this season.
While Watkins is still the first-choice option up front, Duran's game time has significantly increased since last season, with the impact he has been making off the bench not going unnoticed by manager Unai Emery.
Enrique a big fan of Duran
Given that Duran is not a regular starter could see Villa struggle to keep the young Colombian when interest arises from elsewhere though.
The calibre of the clubs said to be interested in Duran makes that task even more arduous for Emery, who has the positive headache of choosing between two proven goalscorers in attack.
According to Fichajes, one of the clubs who have recently thrown their hat into the ring to sign Duran is PSG, with the report stating manager Luis Enrique is a huge fan of the Villa striker.
The French champions are not alone in their rumoured pursuit though, as Arsenal and Barcelona are also believed to be keeping tabs on the player.
PSG to enter the market for a striker?
While PSG sit top of the Ligue 1 standings, having scored an impressive 29 goals in 10 games, Enrique's side have struggled greatly on the continent so far.
The Parisians sole Champions League win so far came courtesy of a late own goal at home to Girona on matchday one, as they barely laid a glove on Arsenal at the Emirates in their next outing.
Enrique then had to rely on right-back Achraf Hakimi to net their equaliser at home to PSV Eindhoven on matchday three, as PSG sit all the way down in 19th with just four points and two goals scored after three matchdays.
Goncalo Ramos is out until the new year at the earliest with injury and their other big-money attacking signing Randal Kolo Muani has recently lost his place in the starting XI, being an unused sub in their last two outings, with Lee Kang-in preferred in a false nine role.
Therefore, an injection of quality in the form of Duran, who has scored eight goals despite starting only three games this season, none of which were in the Premier League, could be what PSG need to solve their current attacking woes in the Champions League.