Harry Potter star Emma Watson makes magic at Burberry

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In the last three months sales at the company stores — including the landmark shop on Bond Street — are up 12%.

Watson joined the Burberry stable last month, featuring in ads for the luxury goods group that is still best known for its black and red checks.

Tourists in particular have been flocking to the store, taking advantage of the weakness in the pound.

But Watson was powerless to keep sales of Burberry goods up in other stores during the first quarter.

The wholesale arm saw sales slump 28% over the period to the end of June.

Finance chief Stacey Cartwright blamed these numbers on "wholescale destocking by customers" in a "challenging environment".

Total sales are up 8% to £229 million.

The figures were better than many in the City expected, and analysts are betting on a strong recovery during the run-up to Christmas.

Morgan Stanley said in a note to investors: "The encouraging point is that like-for-like revenues were flat and ahead of expectations. This shows robust demand for the brand in a weak trading environment."

Katharine Wynne at Investec said:" Trends in the first quarter show continuing relative out-performance in retail, whereas licensing and wholesale revenues have been distorted to some extent by timing factors."

Burberry says it is taking market share from rivals, especially in America.

Angela Ahrendts, the retailer's chief executive, said: "Burberry has made a solid start to the year."

Overseas sales are patchy, with Spain a continuing problem.

Russia and parts of the Middle East were also difficult, but China "continues to perform strongly," the company said.

It opened its first retail store in Bahrain earlier this year.