Slaven Bilic claims there is "no money in the world" that would force West Ham to sell Dimitri Payet.
French playmaker Payet has been one of the stars of the Premier League season so far following his summer switch from Marseille.
The 28-year-old, now back from a spell out injured, has scored six goals in 15 appearances and was the stand-out performer in last weekend's 2-2 draw with Manchester City.
His £10million fee now looks a snip for a player West Ham manager Bilic compares with another Upton Park favourite - their former maverick forward Paolo Di Canio.
"From my point of view there is no money in the world that we would let him go for," said Bilic.
"The things he does on the pitch, he also does in training. He is great to have in the squad and at the club.
"In previous seasons we were like a selling club, but we are moving stadium, we are talking and acting like we want to go up as a club, and for me the most important thing regarding that is not to sell your best players.
"Dimitri Payet, for me, no way. He is our player and he is staying.
"At this club there have been big players, but I think the last player who made such a big impact, in basically no time, is Paolo Di Canio."