Los Colchoneros are not keen to have their squad disrupted so close to the start of a new campaign and have made it clear that they will not entertain any bid below their asking price.
According to reports in England there has been contact between Tottenham and Atleti and that the Spanish outfit made it clear that their valuation of the player was €30m.
The Premier League outfit's coach, Juande Ramos, is keen to resolve Dimitar Berbatov's future after the player was left out of the game against Sunderland at the weekend.
While the moody Bulgarian is likely to leave White Hart Lane, the Spanish trainer has been scouring the market for a new striker and Forlán was one of his preferred options.
Tottenham were prepared to make an offer of around €18m for the former Manchester United and Villarreal forward, but that fell way short of Atlético's demands.
With the club one game away from making it through to the group stages of the Champions League, Forlán may have rejected a switch back to England anyway.