Viola president Andrea Della Valle has issued a hands-off warning to the Scudetto holders, as he plans to keep the Montenegrin forward at the Artemio Franchi this summer
The Montenegro international has been heavily linked with a move to the Bianconeri, who put together an improved €25 million (£19.5m) bid for the player after seeing their initial offer rejected by the Tuscan outfit.
Earlier in the week, Fiorentina communications director Gianfranco Teotino insisted that Jovetic was not up for sale, and such sentiments have now been echoed by the club's supremo.
"I spoke with Jovetic and told him and that he is not for sale for several reasons," Della Valle told reporters. "I hope he understood that.
"He is very young and has a long career ahead of him, and it is important that he stays at the club.
"You can ask Luca Toni and Adrian Mutu and they will tell you that we know how to turn down big-money offers.
"Jovetic is one of the few young European talents and we want to hold on to him."
The 22-year-old forward, who joined Fiorentina from Partizan in 2008, scored 14 goals in Serie A last season.