Italian paper Il Corriere dello Sport claimed that Napoli had made a move for the Montenegro international, with talks taking place between the two clubs.
However, Fiorentina president Mario Cognigni has moved quickly to dismiss the rumours, insisting that no offer has come for Jovetic.
"There has been no bid made by Napoli for Jovetic," Cognigni told Radio Marte.
"Napoli are a correct club in the way they behave. Last season, before signing Alessandro Gamberini and Valon Behrami, they contacted us first."
Jovetic has been linked with a number of clubs across Europe, with Arsenal among those thought to be interested.