diff --git a/packages/cubejs-api-gateway/openspec.yml b/packages/cubejs-api-gateway/openspec.yml
index f83b0642b32af..53359a9023113 100644
--- a/packages/cubejs-api-gateway/openspec.yml
+++ b/packages/cubejs-api-gateway/openspec.yml
@@ -291,11 +291,26 @@ components:
       required:
         - label
         - type
+    V1CubeMetaCustomTimeFormat:
+      type: "object"
+      description: Custom time format for time dimensions
+      properties:
+        type:
+          type: "string"
+          enum: ["custom-time"]
+          description: Type of the format (must be 'custom-time')
+        value:
+          type: "string"
+          description: "POSIX strftime format string (IEEE Std 1003.1 / POSIX.1) with d3-time-format extensions (e.g., '%Y-%m-%d', '%d/%m/%Y %H:%M:%S'). See https://pubs.opengroup.org/onlinepubs/009695399/functions/strptime.html and https://d3js.org/d3-time-format"
+      required:
+        - type
+        - value
     V1CubeMetaFormat:
       oneOf:
         - $ref: "#/components/schemas/V1CubeMetaSimpleFormat"
         - $ref: "#/components/schemas/V1CubeMetaLinkFormat"
-      description: Format of dimension - can be either a simple string format or an object with link configuration
+        - $ref: "#/components/schemas/V1CubeMetaCustomTimeFormat"
+      description: Format of dimension - can be a simple string format, a link configuration, or a custom time format
     V1MetaResponse:
       type: "object"
       properties:
diff --git a/packages/cubejs-client-core/src/types.ts b/packages/cubejs-client-core/src/types.ts
index db50bd61fcd59..5539644c7b955 100644
--- a/packages/cubejs-client-core/src/types.ts
+++ b/packages/cubejs-client-core/src/types.ts
@@ -15,12 +15,17 @@ export type GranularityAnnotation = {
   origin?: string;
 };
 
+export type DimensionCustomTimeFormat = { type: 'custom-time'; value: string };
+export type DimensionLinkFormat = { type: 'link'; label: string };
+export type DimensionFormat = 'percent' | 'currency' | 'number' | 'imageUrl' | 'id' | 'link'
+  | DimensionLinkFormat | DimensionCustomTimeFormat;
+
 export type Annotation = {
   title: string;
   shortTitle: string;
   type: string;
   meta?: any;
-  format?: 'currency' | 'percent' | 'number';
+  format?: DimensionFormat;
   drillMembers?: any[];
   drillMembersGrouped?: any;
   granularity?: GranularityAnnotation;
@@ -388,6 +393,7 @@ export type CubeTimeDimensionGranularity = {
 export type BaseCubeDimension = BaseCubeMember & {
   primaryKey?: boolean;
   suggestFilterValues: boolean;
+  format?: DimensionFormat;
 };
 
 export type CubeTimeDimension = BaseCubeDimension &
diff --git a/packages/cubejs-schema-compiler/src/compiler/CubeToMetaTransformer.ts b/packages/cubejs-schema-compiler/src/compiler/CubeToMetaTransformer.ts
index eb9c786757f12..3ba0d9db2c2e8 100644
--- a/packages/cubejs-schema-compiler/src/compiler/CubeToMetaTransformer.ts
+++ b/packages/cubejs-schema-compiler/src/compiler/CubeToMetaTransformer.ts
@@ -77,6 +77,10 @@ export type MeasureConfig = {
   public: boolean;
 };
 
+export type DimensionCustomTimeFormat = { type: 'custom-time'; value: string };
+export type DimensionLinkFormat = { type: 'link'; label?: string };
+export type DimensionFormat = string | DimensionLinkFormat | DimensionCustomTimeFormat;
+
 export type DimensionConfig = {
   name: string;
   title: string;
@@ -84,7 +88,7 @@ export type DimensionConfig = {
   description?: string;
   shortTitle: string;
   suggestFilterValues: boolean;
-  format?: string;
+  format?: DimensionFormat;
   meta?: any;
   isVisible: boolean;
   public: boolean;
@@ -252,7 +256,7 @@ export class CubeToMetaTransformer implements CompilerInterface {
               extendedDimDef.suggestFilterValues == null
                 ? true
                 : extendedDimDef.suggestFilterValues,
-            format: extendedDimDef.format,
+            format: this.transformDimensionFormat(extendedDimDef),
             meta: extendedDimDef.meta,
             isVisible: dimensionVisibility,
             public: dimensionVisibility,
@@ -390,4 +394,23 @@ export class CubeToMetaTransformer implements CompilerInterface {
   private titleize(name: string): string {
     return inflection.titleize(inflection.underscore(camelCase(name, { pascalCase: true })));
   }
+
+  private transformDimensionFormat({ format, type }: ExtendedCubeSymbolDefinition): DimensionFormat | undefined {
+    if (!format || type !== 'time') {
+      return format;
+    }
+
+    if (typeof format === 'object') {
+      return format;
+    }
+
+    // I don't know why, but we allow to define these formats for time dimensions.
+    // TODO: Should we deprecate it?
+    const standardFormats = ['imageUrl', 'currency', 'percent', 'number', 'id'];
+    if (standardFormats.includes(format)) {
+      return format;
+    }
+
+    return { type: 'custom-time', value: format };
+  }
 }
diff --git a/packages/cubejs-schema-compiler/src/compiler/CubeValidator.ts b/packages/cubejs-schema-compiler/src/compiler/CubeValidator.ts
index 9df65fd95fc98..6b515439ad0e4 100644
--- a/packages/cubejs-schema-compiler/src/compiler/CubeValidator.ts
+++ b/packages/cubejs-schema-compiler/src/compiler/CubeValidator.ts
@@ -119,6 +119,69 @@ const formatSchema = Joi.alternatives([
   })
 ]);
 
+// POSIX strftime specification (IEEE Std 1003.1 / POSIX.1) with d3-time-format extensions
+// See: https://pubs.opengroup.org/onlinepubs/009695399/functions/strptime.html
+// See: https://d3js.org/d3-time-format
+const TIME_SPECIFIERS = new Set([
+  // POSIX standard specifiers
+  'a', 'A', 'b', 'B', 'c', 'd', 'H', 'I', 'j', 'm',
+  'M', 'n', 'p', 'S', 't', 'U', 'w', 'W', 'x', 'X',
+  'y', 'Y', 'Z', '%',
+  // d3-time-format extensions
+  'e', // space-padded day of month
+  'f', // microseconds
+  'g', // ISO 8601 year without century
+  'G', // ISO 8601 year with century
+  'L', // milliseconds
+  'q', // quarter
+  'Q', // milliseconds since UNIX epoch
+  's', // seconds since UNIX epoch
+  'u', // Monday-based weekday [1,7]
+  'V', // ISO 8601 week number
+]);
+
+const customTimeFormatSchema = Joi.string().custom((value, helper) => {
+  let hasSpecifier = false;
+  let i = 0;
+
+  while (i < value.length) {
+    if (value[i] === '%') {
+      if (i + 1 >= value.length) {
+        return helper.message({ custom: `Invalid time format "${value}". Incomplete specifier at end of string` });
+      }
+
+      const specifier = value[i + 1];
+
+      if (!TIME_SPECIFIERS.has(specifier)) {
+        return helper.message({ custom: `Invalid time format "${value}". Unknown specifier '%${specifier}'` });
+      }
+
+      // %% is an escape for literal %, not a date/time specifier
+      if (specifier !== '%') {
+        hasSpecifier = true;
+      }
+
+      i += 2;
+    } else {
+      // Any other character is treated as literal text
+      i++;
+    }
+  }
+
+  if (!hasSpecifier) {
+    return helper.message({
+      custom: `Invalid strptime format "${value}". Format must contain at least one strptime specifier (e.g., %Y, %m, %d)`
+    });
+  }
+
+  return value;
+});
+
+const timeFormatSchema = Joi.alternatives([
+  formatSchema,
+  customTimeFormatSchema
+]);
+
 const BaseDimensionWithoutSubQuery = {
   aliases: Joi.array().items(Joi.string()),
   type: Joi.any().valid('string', 'number', 'boolean', 'time', 'geo').required(),
@@ -131,7 +194,11 @@ const BaseDimensionWithoutSubQuery = {
   description: Joi.string(),
   suggestFilterValues: Joi.boolean().strict(),
   enableSuggestions: Joi.boolean().strict(),
-  format: formatSchema,
+  format: Joi.when('type', {
+    is: 'time',
+    then: timeFormatSchema,
+    otherwise: formatSchema
+  }),
   meta: Joi.any(),
   values: Joi.when('type', {
     is: 'switch',
diff --git a/packages/cubejs-schema-compiler/test/unit/cube-validator.test.ts b/packages/cubejs-schema-compiler/test/unit/cube-validator.test.ts
index c70aa16f422f6..7a665ab31e89f 100644
--- a/packages/cubejs-schema-compiler/test/unit/cube-validator.test.ts
+++ b/packages/cubejs-schema-compiler/test/unit/cube-validator.test.ts
@@ -1292,4 +1292,196 @@ describe('Cube Validation', () => {
       expect(result.error).toBeTruthy();
     });
   });
+
+  describe('Custom time format for time dimensions (strptime)', () => {
+    it('time dimension with valid strptime format - correct', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%Y-%m-%d'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeFalsy();
+    });
+
+    it('time dimension with complex strptime format - correct', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%d/%m/%Y %H:%M:%S'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeFalsy();
+    });
+
+    it('time dimension with literal text in format - correct', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%Y Year %m Month'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeFalsy();
+    });
+
+    it('time dimension with escaped percent - correct', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%Y-%m-%d %%'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeFalsy();
+    });
+
+    it('time dimension with standard format - correct', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: 'id'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeFalsy();
+    });
+
+    it('time dimension with invalid format (no specifiers) - error', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: 'invalid'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeTruthy();
+    });
+
+    it('time dimension with invalid specifier - error', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%Y-%K-%d'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeTruthy();
+    });
+
+    it('time dimension with incomplete specifier at end - error', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%Y-%m-%'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeTruthy();
+    });
+
+    it('time dimension with only escaped percent - error', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          createdAt: {
+            sql: () => 'created_at',
+            type: 'time',
+            format: '%%'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeTruthy();
+    });
+
+    it('non-time dimension with strptime format string - error', async () => {
+      const cubeValidator = new CubeValidator(new CubeSymbols());
+      const cube = {
+        name: 'name',
+        sql: () => 'SELECT * FROM public.Orders',
+        dimensions: {
+          status: {
+            sql: () => 'status',
+            type: 'string',
+            format: '%Y-%m-%d'
+          },
+        },
+        fileName: 'fileName',
+      };
+
+      const validationResult = cubeValidator.validate(cube, new ConsoleErrorReporter());
+      expect(validationResult.error).toBeTruthy();
+    });
+  });
 });
diff --git a/rust/.gitignore b/rust/.gitignore
new file mode 100644
index 0000000000000..485dee64bcfb4
--- /dev/null
+++ b/rust/.gitignore
@@ -0,0 +1 @@
+.idea
diff --git a/rust/cubesql/cubeclient/.openapi-generator/FILES b/rust/cubesql/cubeclient/.openapi-generator/FILES
index 91667358992ba..c9d7d2f8207bc 100644
--- a/rust/cubesql/cubeclient/.openapi-generator/FILES
+++ b/rust/cubesql/cubeclient/.openapi-generator/FILES
@@ -2,6 +2,7 @@
 src/lib.rs
 src/models/mod.rs
 src/models/v1_cube_meta.rs
+src/models/v1_cube_meta_custom_time_format.rs
 src/models/v1_cube_meta_dimension.rs
 src/models/v1_cube_meta_dimension_granularity.rs
 src/models/v1_cube_meta_folder.rs
diff --git a/rust/cubesql/cubeclient/src/models/mod.rs b/rust/cubesql/cubeclient/src/models/mod.rs
index 5ee41ef768ef0..8b336672b31b2 100644
--- a/rust/cubesql/cubeclient/src/models/mod.rs
+++ b/rust/cubesql/cubeclient/src/models/mod.rs
@@ -1,5 +1,9 @@
 pub mod v1_cube_meta;
 pub use self::v1_cube_meta::V1CubeMeta;
+pub mod v1_cube_meta_custom_time_format;
+pub use self::v1_cube_meta_custom_time_format::V1CubeMetaCustomTimeFormat;
+// problem with code-gen, let's rename it as re-export
+pub use self::v1_cube_meta_custom_time_format::Type as V1CubeMetaCustomTimeFormatType;
 pub mod v1_cube_meta_dimension;
 pub use self::v1_cube_meta_dimension::V1CubeMetaDimension;
 pub mod v1_cube_meta_dimension_granularity;
diff --git a/rust/cubesql/cubeclient/src/models/v1_cube_meta_custom_time_format.rs b/rust/cubesql/cubeclient/src/models/v1_cube_meta_custom_time_format.rs
new file mode 100644
index 0000000000000..cc602e0e9815b
--- /dev/null
+++ b/rust/cubesql/cubeclient/src/models/v1_cube_meta_custom_time_format.rs
@@ -0,0 +1,43 @@
+/*
+ * Cube.js
+ *
+ * Cube.js Swagger Schema
+ *
+ * The version of the OpenAPI document: 1.0.0
+ *
+ * Generated by: https://openapi-generator.tech
+ */
+
+use crate::models;
+use serde::{Deserialize, Serialize};
+
+/// V1CubeMetaCustomTimeFormat : Custom time format for time dimensions
+#[derive(Clone, Default, Debug, PartialEq, Serialize, Deserialize)]
+pub struct V1CubeMetaCustomTimeFormat {
+    /// Type of the format (must be 'custom-time')
+    #[serde(rename = "type")]
+    pub r#type: Type,
+    /// POSIX strftime format string (IEEE Std 1003.1 / POSIX.1) with d3-time-format extensions (e.g., '%Y-%m-%d', '%d/%m/%Y %H:%M:%S').
+    /// See https://pubs.opengroup.org/onlinepubs/009695399/functions/strptime.html and https://d3js.org/d3-time-format
+    #[serde(rename = "value")]
+    pub value: String,
+}
+
+impl V1CubeMetaCustomTimeFormat {
+    /// Custom time format for time dimensions
+    pub fn new(r#type: Type, value: String) -> V1CubeMetaCustomTimeFormat {
+        V1CubeMetaCustomTimeFormat { r#type, value }
+    }
+}
+/// Type of the format (must be 'custom-time')
+#[derive(Clone, Copy, Debug, Eq, PartialEq, Ord, PartialOrd, Hash, Serialize, Deserialize)]
+pub enum Type {
+    #[serde(rename = "custom-time")]
+    CustomTime,
+}
+
+impl Default for Type {
+    fn default() -> Type {
+        Self::CustomTime
+    }
+}
diff --git a/rust/cubesql/cubeclient/src/models/v1_cube_meta_format.rs b/rust/cubesql/cubeclient/src/models/v1_cube_meta_format.rs
index 881d388975753..c1625fcc8f62e 100644
--- a/rust/cubesql/cubeclient/src/models/v1_cube_meta_format.rs
+++ b/rust/cubesql/cubeclient/src/models/v1_cube_meta_format.rs
@@ -11,13 +11,14 @@
 use crate::models;
 use serde::{Deserialize, Serialize};
 
-/// V1CubeMetaFormat : Format of dimension - can be either a simple string format or an object with link configuration
-/// Format of dimension - can be either a simple string format or an object with link configuration
+/// V1CubeMetaFormat : Format of dimension - can be a simple string format, a link configuration, or a custom time format
+/// Format of dimension - can be a simple string format, a link configuration, or a custom time format
 #[derive(Clone, Debug, PartialEq, Serialize, Deserialize)]
 #[serde(untagged)]
 pub enum V1CubeMetaFormat {
     V1CubeMetaSimpleFormat(models::V1CubeMetaSimpleFormat),
     V1CubeMetaLinkFormat(Box<models::V1CubeMetaLinkFormat>),
+    V1CubeMetaCustomTimeFormat(Box<models::V1CubeMetaCustomTimeFormat>),
 }
 
 impl Default for V1CubeMetaFormat {
@@ -30,6 +31,8 @@ impl Default for V1CubeMetaFormat {
 pub enum Type {
     #[serde(rename = "link")]
     Link,
+    #[serde(rename = "custom-time")]
+    CustomTime,
 }
 
 impl Default for Type {