Watford boss Adrian Boothroyd has slapped a £60million price tag on striker Marlon King.
King has been linked with a move to Derby this week and has made no secret of his desire to play in the Premier League.
But Boothroyd, who recently sold Hameur Bouazza to Fulham, insists he will not allow the 27-year-old to quit Vicarage Road unless a top flight club is prepared to break the bank.
"We haven't received a bid - and they (Derby) don't have enough money," said Boothroyd.
"If we get into the Premier League, we get £60million, so unless someone's got £60m, Marlon isn't going anywhere. Simple as that.
"Hameur Bouazza was a different kettle of fish, as was Ashley Young. Marlon King stays.
"As long as I am here, he is here. He will stay. All these reports are just speculation."
King missed much of Watford's unsuccessful Premiership campaign last season due to a knee injury.
Boothroyd added: "Is Marlon happy? I would think so. He was when I saw him last.
"He stays. He is part of the core of the team who won promotion (in 2006).
"He missed out last year in the Premiership, but he is going to get us back there.
"He is a key part of my plans, so a move isn't going to happen. He is staying."