Vipotnik is already valued at around £15m and the Championship’s leading scorer might even fetch £20m should any bidding war break out at the end of the season.
But head coach Matos has made it clear Swansea have no intention of losing Vipotnik and has stressed the player remains fully committed to the club’s long-term vision.
The Slovenia international has been one of the Championship’s stand-out performers this season, with his double from the penalty spot against Middlesbrough on Easter Monday taking his league tally to 20 and his overall haul to 22 in all competitions.
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His goals have fired him to the top of the scoring charts and into contention for the division’s Player of the Season award, inevitably attracting interest from higher up the pyramid.
But Matos is adamant Swansea are in a strong position, both contractually and culturally, to keep hold of their prized asset after Vipotnik signed a new four-year deal last month.
"There's nothing you can do to control the market," Matos said.
"What you can do is improve the player, offer him the best contract possible that allows him to be happy here, treating him with care and professionalism, and his family.
"That's what we offer, that's what we want. He knows our project, he knows what we want for us as a club for the future.
"He wants to be part of that, if he didn't he would not have signed it (the new contract).
"Of course we are like all the clubs in football, there's always a market and there's always a market that can come.
"The good thing is that they need to come with proper money."
Swansea are under no pressure to sell despite mounting interest from Premier League and top Championship clubs.
Matos believes the striker’s development this season is proof of the environment being built at the club, highlighting not just his finishing but his all-round contribution.
"I'm really happy, that individual prize says a lot about a player, about a season, and it's always good that the player can have a reward about something.
"Then it's about how we can, as a team, keep improving, because when you improve as a team, 100% you improve as an individual and the other way as well.
"It's about taking the best out of them, and I think that's what we're doing with Zan... with Zan, there was a lot of improvement, I think there's still a lot to come."
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Vipotnik’s consistency has been particularly valuable during key moments of the campaign, especially when Swansea were short of attacking options.
"We were speaking about the amount of time we as a club relied on him for a period of time when Adam (Idah) got injured and now he coped, keeping the intensity, always available.
"Of course we needed to manage them in a few games, which we did by using Liam (Cullen) and Mel (Melker Widell) in that position as well.
"But the consistency he (Vipotnik) showed just as well on the finishing, on the pressing - controlling the press and starting the press - in some games we needed to use him as a support to build and to find the third man combination to get higher. He offered that as well."
Matos also pointed to the striker’s growing intelligence in front of goal as a key factor behind his rise.
"So he's been important for us, that's clear, and I'm really happy with the progress. He improved inside of the box, how to move, he's finding his spots quite easier and much more spontaneous as well, and I think it's really a joy to watch him at the moment."
The Swans will hope Vipotnik continues his assured goalscoring touch when they visit struggling Leicester City on Saturday.
