diff --git a/docs/cli_help.md b/docs/cli_help.md
index 22b033b..8585409 100644
--- a/docs/cli_help.md
+++ b/docs/cli_help.md
@@ -93,13 +93,21 @@
   * Applies to the most recent `--benchmark`, or all benchmarks if specified
     before any `--benchmark` arguments.
 
-* `--warmup-runs <count>`
-  * Execute `<count>` warmup runs before collecting cold measurement samples.
+* `--cold-warmup-runs <count>`
+  * Execute up to `<count>` warmup runs before collecting cold measurement samples.
   * The minimum is 1 warmup run.
   * Default is 1 warmup run.
   * Applies to the most recent `--benchmark`, or all benchmarks if specified
     before any `--benchmark` arguments.
 
+* `--cold-max-warmup-walltime <seconds>`
+  * Stop cold warmup after the total warmup walltime exceeds `<seconds>`.
+  * The limit is checked after each warmup run, so actual warmup time may exceed
+    this value by one warmup run.
+  * Default is -1 seconds (disabled).
+  * Applies to the most recent `--benchmark`, or all benchmarks if specified
+    before any `--benchmark` arguments.
+
 * `--throttle-threshold <value>`
   * Set the GPU throttle threshold as percentage of the device's default clock rate.
   * Default is 75.
diff --git a/nvbench/benchmark_base.cuh b/nvbench/benchmark_base.cuh
index 3e194c6..6926f80 100644
--- a/nvbench/benchmark_base.cuh
+++ b/nvbench/benchmark_base.cuh
@@ -167,10 +167,23 @@ struct benchmark_base
   /// @}
 
   /// Execute this many warmup runs before collecting cold measurement samples. @{
-  [[nodiscard]] nvbench::int64_t get_warmup_runs() const { return m_warmup_runs; }
-  benchmark_base &set_warmup_runs(nvbench::int64_t warmup_runs)
+  [[nodiscard]] nvbench::int64_t get_cold_warmup_runs() const { return m_cold_warmup_runs; }
+  benchmark_base &set_cold_warmup_runs(nvbench::int64_t cold_warmup_runs)
   {
-    m_warmup_runs = warmup_runs > nvbench::int64_t{0} ? warmup_runs : nvbench::int64_t{1};
+    m_cold_warmup_runs = cold_warmup_runs > nvbench::int64_t{0} ? cold_warmup_runs
+                                                                : nvbench::int64_t{1};
+    return *this;
+  }
+  /// @}
+
+  /// Stop cold warmups after this many seconds of walltime. Negative values disable the limit. @{
+  [[nodiscard]] nvbench::float64_t get_cold_max_warmup_walltime() const
+  {
+    return m_cold_max_warmup_walltime;
+  }
+  benchmark_base &set_cold_max_warmup_walltime(nvbench::float64_t cold_max_warmup_walltime)
+  {
+    m_cold_max_warmup_walltime = cold_max_warmup_walltime;
     return *this;
   }
   /// @}
@@ -330,8 +343,9 @@ protected:
   bool m_skip_batched{false};
 
   nvbench::int64_t m_min_samples{10};
-  nvbench::int64_t m_warmup_runs{1};
+  nvbench::int64_t m_cold_warmup_runs{1};
 
+  nvbench::float64_t m_cold_max_warmup_walltime{-1.};
   nvbench::float64_t m_skip_time{-1.};
   nvbench::float64_t m_timeout{15.};
 
diff --git a/nvbench/benchmark_base.cxx b/nvbench/benchmark_base.cxx
index 2fe4dab..6f5d331 100644
--- a/nvbench/benchmark_base.cxx
+++ b/nvbench/benchmark_base.cxx
@@ -43,8 +43,9 @@ std::unique_ptr<benchmark_base> benchmark_base::clone() const
   result->m_run_once                = m_run_once;
   result->m_disable_blocking_kernel = m_disable_blocking_kernel;
 
-  result->m_min_samples = m_min_samples;
-  result->m_warmup_runs = m_warmup_runs;
+  result->m_min_samples              = m_min_samples;
+  result->m_cold_warmup_runs         = m_cold_warmup_runs;
+  result->m_cold_max_warmup_walltime = m_cold_max_warmup_walltime;
 
   result->m_skip_time = m_skip_time;
   result->m_timeout   = m_timeout;
diff --git a/nvbench/detail/measure_cold.cu b/nvbench/detail/measure_cold.cu
index c3885d8..76eb941 100644
--- a/nvbench/detail/measure_cold.cu
+++ b/nvbench/detail/measure_cold.cu
@@ -46,7 +46,8 @@ measure_cold_base::measure_cold_base(state &exec_state)
     , m_run_once{exec_state.get_run_once()}
     , m_check_throttling(!exec_state.get_run_once())
     , m_min_samples{exec_state.get_min_samples()}
-    , m_warmup_runs{exec_state.get_warmup_runs()}
+    , m_cold_warmup_runs{exec_state.get_cold_warmup_runs()}
+    , m_cold_max_warmup_walltime{exec_state.get_cold_max_warmup_walltime()}
     , m_skip_time{exec_state.get_skip_time()}
     , m_timeout{exec_state.get_timeout()}
     , m_throttle_threshold(exec_state.get_throttle_threshold())
diff --git a/nvbench/detail/measure_cold.cuh b/nvbench/detail/measure_cold.cuh
index f37d207..3f228e8 100644
--- a/nvbench/detail/measure_cold.cuh
+++ b/nvbench/detail/measure_cold.cuh
@@ -110,8 +110,9 @@ protected:
   bool m_check_throttling{true};
 
   nvbench::int64_t m_min_samples{};
-  nvbench::int64_t m_warmup_runs{1};
+  nvbench::int64_t m_cold_warmup_runs{1};
 
+  nvbench::float64_t m_cold_max_warmup_walltime{};
   nvbench::float64_t m_skip_time{};
   nvbench::float64_t m_timeout{};
 
@@ -240,7 +241,7 @@ struct measure_cold : public measure_cold_base
   }
 
 private:
-  // Run the kernel m_warmup_runs times, measuring the GPU time of the last run.
+  // Run the kernel m_cold_warmup_runs times, measuring the GPU time of the last run.
   // If under skip_time, skip the measurement.
   void run_warmup()
   {
@@ -258,10 +259,19 @@ private:
     // see https://github.com/NVIDIA/nvbench/issues/240
     constexpr bool disable_blocking_kernel = true;
     kernel_launch_timer timer(*this, disable_blocking_kernel);
+    nvbench::cpu_timer warmup_walltime_timer;
 
-    for (nvbench::int64_t warmup_run = 0; warmup_run < m_warmup_runs; ++warmup_run)
+    warmup_walltime_timer.start();
+    for (nvbench::int64_t warmup_run = 0; warmup_run < m_cold_warmup_runs; ++warmup_run)
     {
       this->launch_kernel(timer);
+      warmup_walltime_timer.stop();
+
+      if (m_cold_max_warmup_walltime > 0. &&
+          warmup_walltime_timer.get_duration() > m_cold_max_warmup_walltime)
+      {
+        break;
+      }
     }
     this->check_skip_time(m_cuda_timer.get_duration());
   }
diff --git a/nvbench/json_printer.cu b/nvbench/json_printer.cu
index 850bf0f..b1143de 100644
--- a/nvbench/json_printer.cu
+++ b/nvbench/json_printer.cu
@@ -429,10 +429,11 @@ void json_printer::do_print_benchmark_results(const benchmark_vector &benches)
       bench["name"]  = bench_ptr->get_name();
       bench["index"] = bench_index;
 
-      bench["min_samples"] = bench_ptr->get_min_samples();
-      bench["warmup_runs"] = bench_ptr->get_warmup_runs();
-      bench["skip_time"]   = bench_ptr->get_skip_time();
-      bench["timeout"]     = bench_ptr->get_timeout();
+      bench["min_samples"]              = bench_ptr->get_min_samples();
+      bench["cold_warmup_runs"]         = bench_ptr->get_cold_warmup_runs();
+      bench["cold_max_warmup_walltime"] = bench_ptr->get_cold_max_warmup_walltime();
+      bench["skip_time"]                = bench_ptr->get_skip_time();
+      bench["timeout"]                  = bench_ptr->get_timeout();
 
       auto &devices = bench["devices"];
       for (const auto &dev_info : bench_ptr->get_devices())
@@ -487,10 +488,11 @@ void json_printer::do_print_benchmark_results(const benchmark_vector &benches)
 
         st["name"] = exec_state.get_axis_values_as_string();
 
-        st["min_samples"] = exec_state.get_min_samples();
-        st["warmup_runs"] = exec_state.get_warmup_runs();
-        st["skip_time"]   = exec_state.get_skip_time();
-        st["timeout"]     = exec_state.get_timeout();
+        st["min_samples"]              = exec_state.get_min_samples();
+        st["cold_warmup_runs"]         = exec_state.get_cold_warmup_runs();
+        st["cold_max_warmup_walltime"] = exec_state.get_cold_max_warmup_walltime();
+        st["skip_time"]                = exec_state.get_skip_time();
+        st["timeout"]                  = exec_state.get_timeout();
 
         st["device"]            = exec_state.get_device()->get_id();
         st["type_config_index"] = exec_state.get_type_config_index();
diff --git a/nvbench/option_parser.cu b/nvbench/option_parser.cu
index d64cb1c..6890709 100644
--- a/nvbench/option_parser.cu
+++ b/nvbench/option_parser.cu
@@ -526,14 +526,14 @@ void option_parser::parse_range(option_parser::arg_iterator_t first,
       this->update_axis(first[1]);
       first += 2;
     }
-    else if (arg == "--min-samples" || arg == "--warmup-runs")
+    else if (arg == "--min-samples" || arg == "--cold-warmup-runs")
     {
       check_params(1);
       this->update_int64_prop(first[0], first[1]);
       first += 2;
     }
-    else if (arg == "--skip-time" || arg == "--timeout" || arg == "--throttle-threshold" ||
-             arg == "--throttle-recovery-delay")
+    else if (arg == "--skip-time" || arg == "--timeout" || arg == "--cold-max-warmup-walltime" ||
+             arg == "--throttle-threshold" || arg == "--throttle-recovery-delay")
     {
       check_params(1);
       this->update_float64_prop(first[0], first[1]);
@@ -990,9 +990,9 @@ try
   {
     bench.set_min_samples(value);
   }
-  else if (prop_arg == "--warmup-runs")
+  else if (prop_arg == "--cold-warmup-runs")
   {
-    bench.set_warmup_runs(value);
+    bench.set_cold_warmup_runs(value);
   }
   else
   {
@@ -1107,6 +1107,10 @@ try
   {
     bench.set_timeout(value);
   }
+  else if (prop_arg == "--cold-max-warmup-walltime")
+  {
+    bench.set_cold_max_warmup_walltime(value);
+  }
   else if (prop_arg == "--throttle-threshold")
   {
     bench.set_throttle_threshold(static_cast<nvbench::float32_t>(value) / 100.0f);
diff --git a/nvbench/state.cuh b/nvbench/state.cuh
index ee36087..506d1df 100644
--- a/nvbench/state.cuh
+++ b/nvbench/state.cuh
@@ -153,10 +153,22 @@ struct state
   /// @}
 
   /// Execute this many warmup runs before collecting cold measurement samples. @{
-  [[nodiscard]] nvbench::int64_t get_warmup_runs() const { return m_warmup_runs; }
-  void set_warmup_runs(nvbench::int64_t warmup_runs)
+  [[nodiscard]] nvbench::int64_t get_cold_warmup_runs() const { return m_cold_warmup_runs; }
+  void set_cold_warmup_runs(nvbench::int64_t cold_warmup_runs)
   {
-    m_warmup_runs = warmup_runs > nvbench::int64_t{0} ? warmup_runs : nvbench::int64_t{1};
+    m_cold_warmup_runs = cold_warmup_runs > nvbench::int64_t{0} ? cold_warmup_runs
+                                                                : nvbench::int64_t{1};
+  }
+  /// @}
+
+  /// Stop cold warmups after this many seconds of walltime. Negative values disable the limit. @{
+  [[nodiscard]] nvbench::float64_t get_cold_max_warmup_walltime() const
+  {
+    return m_cold_max_warmup_walltime;
+  }
+  void set_cold_max_warmup_walltime(nvbench::float64_t cold_max_warmup_walltime)
+  {
+    m_cold_max_warmup_walltime = cold_max_warmup_walltime;
   }
   /// @}
 
@@ -340,8 +352,9 @@ private:
   std::string m_stopping_criterion;
 
   nvbench::int64_t m_min_samples;
-  nvbench::int64_t m_warmup_runs;
+  nvbench::int64_t m_cold_warmup_runs;
 
+  nvbench::float64_t m_cold_max_warmup_walltime;
   nvbench::float64_t m_skip_time;
   nvbench::float64_t m_timeout;
 
diff --git a/nvbench/state.cxx b/nvbench/state.cxx
index 15c17c8..6aaa496 100644
--- a/nvbench/state.cxx
+++ b/nvbench/state.cxx
@@ -39,7 +39,8 @@ state::state(const benchmark_base &bench)
     , m_criterion_params{bench.get_criterion_params()}
     , m_stopping_criterion(bench.get_stopping_criterion())
     , m_min_samples{bench.get_min_samples()}
-    , m_warmup_runs{bench.get_warmup_runs()}
+    , m_cold_warmup_runs{bench.get_cold_warmup_runs()}
+    , m_cold_max_warmup_walltime{bench.get_cold_max_warmup_walltime()}
     , m_skip_time{bench.get_skip_time()}
     , m_timeout{bench.get_timeout()}
     , m_throttle_threshold{bench.get_throttle_threshold()}
@@ -62,7 +63,8 @@ state::state(const benchmark_base &bench,
     , m_criterion_params{bench.get_criterion_params()}
     , m_stopping_criterion(bench.get_stopping_criterion())
     , m_min_samples{bench.get_min_samples()}
-    , m_warmup_runs{bench.get_warmup_runs()}
+    , m_cold_warmup_runs{bench.get_cold_warmup_runs()}
+    , m_cold_max_warmup_walltime{bench.get_cold_max_warmup_walltime()}
     , m_skip_time{bench.get_skip_time()}
     , m_timeout{bench.get_timeout()}
     , m_throttle_threshold{bench.get_throttle_threshold()}
diff --git a/testing/option_parser.cu b/testing/option_parser.cu
index c2c0bd9..2aaf0f5 100644
--- a/testing/option_parser.cu
+++ b/testing/option_parser.cu
@@ -1155,33 +1155,33 @@ void test_min_samples()
   ASSERT(states[0].get_min_samples() == 12345);
 }
 
-void test_warmup_runs()
+void test_cold_warmup_runs()
 {
   {
     nvbench::option_parser parser;
-    parser.parse({"--benchmark", "DummyBench", "--warmup-runs", "12345"});
+    parser.parse({"--benchmark", "DummyBench", "--cold-warmup-runs", "12345"});
     const auto &states = parser_to_states(parser);
 
     ASSERT(states.size() == 1);
-    ASSERT(states[0].get_warmup_runs() == 12345);
+    ASSERT(states[0].get_cold_warmup_runs() == 12345);
   }
 
   {
     nvbench::option_parser parser;
-    parser.parse({"--benchmark", "DummyBench", "--warmup-runs", "0"});
+    parser.parse({"--benchmark", "DummyBench", "--cold-warmup-runs", "0"});
     const auto &states = parser_to_states(parser);
 
     ASSERT(states.size() == 1);
-    ASSERT(states[0].get_warmup_runs() == 1);
+    ASSERT(states[0].get_cold_warmup_runs() == 1);
   }
 
   {
     nvbench::option_parser parser;
-    parser.parse({"--benchmark", "DummyBench", "--warmup-runs", "-12345"});
+    parser.parse({"--benchmark", "DummyBench", "--cold-warmup-runs", "-12345"});
     const auto &states = parser_to_states(parser);
 
     ASSERT(states.size() == 1);
-    ASSERT(states[0].get_warmup_runs() == 1);
+    ASSERT(states[0].get_cold_warmup_runs() == 1);
   }
 }
 
@@ -1195,6 +1195,16 @@ void test_skip_time()
   ASSERT(std::abs(states[0].get_skip_time() - 12345e2) < 1.);
 }
 
+void test_cold_max_warmup_walltime()
+{
+  nvbench::option_parser parser;
+  parser.parse({"--benchmark", "DummyBench", "--cold-max-warmup-walltime", "12345e2"});
+  const auto &states = parser_to_states(parser);
+
+  ASSERT(states.size() == 1);
+  ASSERT(std::abs(states[0].get_cold_max_warmup_walltime() - 12345e2) < 1.);
+}
+
 void test_timeout()
 {
   nvbench::option_parser parser;
@@ -1496,8 +1506,9 @@ try
   test_axis_before_benchmark();
 
   test_min_samples();
-  test_warmup_runs();
+  test_cold_warmup_runs();
   test_skip_time();
+  test_cold_max_warmup_walltime();
   test_timeout();
 
   test_stopping_criterion();
diff --git a/testing/state_generator.cu b/testing/state_generator.cu
index 3299300..383c8db 100644
--- a/testing/state_generator.cu
+++ b/testing/state_generator.cu
@@ -762,10 +762,11 @@ void test_devices()
 
 void test_termination_criteria()
 {
-  const nvbench::int64_t min_samples = 1000;
-  const nvbench::int64_t warmup_runs = 7;
-  const nvbench::float64_t skip_time = 4000;
-  const nvbench::float64_t timeout   = 5000;
+  const nvbench::int64_t min_samples                = 1000;
+  const nvbench::int64_t cold_warmup_runs           = 7;
+  const nvbench::float64_t cold_max_warmup_walltime = 3000;
+  const nvbench::float64_t skip_time                = 4000;
+  const nvbench::float64_t timeout                  = 5000;
 
   // for comparing floats
   auto within_one = [](auto a, auto b) { return std::abs(a - b) < 1.; };
@@ -773,7 +774,8 @@ void test_termination_criteria()
   dummy_bench bench;
   bench.set_devices(std::vector<int>{});
   bench.set_min_samples(min_samples);
-  bench.set_warmup_runs(warmup_runs);
+  bench.set_cold_warmup_runs(cold_warmup_runs);
+  bench.set_cold_max_warmup_walltime(cold_max_warmup_walltime);
   bench.set_skip_time(skip_time);
   bench.set_timeout(timeout);
 
@@ -781,7 +783,8 @@ void test_termination_criteria()
 
   ASSERT(states.size() == 1);
   ASSERT(min_samples == states[0].get_min_samples());
-  ASSERT(warmup_runs == states[0].get_warmup_runs());
+  ASSERT(cold_warmup_runs == states[0].get_cold_warmup_runs());
+  ASSERT(within_one(cold_max_warmup_walltime, states[0].get_cold_max_warmup_walltime()));
   ASSERT(within_one(skip_time, states[0].get_skip_time()));
   ASSERT(within_one(timeout, states[0].get_timeout()));
 }