Aston Villa’s Duran, who has scored 12 goals in 26 appearances this season, has been on West Ham’s radar for quite some time.
Despite recently signing a new contract at Villa Park, rumors surrounding his future persist.
Paris Saint-Germain reportedly explored a swap deal involving the Colombian striker, whose potential has attracted interest from clubs across Europe.
Meanwhile, West Ham, eager to strengthen their attacking options this month, submitted a bid for Duran last week.
According to TBR Football chief correspondent Graeme Bailey, Aston Villa rejected West Ham’s offer, which was significantly below their valuation.
While West Ham previously considered signing Duran in the summer but refused to exceed £30 million, their latest bid surpassed that amount.
However, it still fell far short of Villa’s demands, with the club reportedly valuing the 21-year-old at over £60 million.
Duran is keen to secure a role as a first-choice striker, making him open to a move away from Villa Park. He would be interested in joining West Ham and playing at the London Stadium.
In December, following a Champions League goal against RB Leipzig, Duran expressed his happiness at being a Villa player and acknowledged the healthy competition with Ollie Watkins. While this dynamic benefits the club, it may be less favorable for Duran’s personal ambitions behind the scenes.
Speaking in the wake of links away, Duran said: “I’m just happy to be here. I actually love the competition I have going with Ollie Watkins.
“When it’s my turn, I will step up, and hopefully I can score and help the team.”
Although Duran has scored seven Premier League goals for Aston Villa this season, he has only managed to secure four league starts.
If he were to move to East London, the Colombian would likely step in as Graham Potter’s first-choice striker, particularly with Niclas Fullkrug sidelined by an untimely injury.
