There are many TRF members who are fans of both brands.
I think Panerai is almost as successful a marketing phenomenon as Rolex, although I'm not sure of the wisdom of using "limited edition'' models as a means of cultivating market share. There are simply too many limited Panerai models for them to be taken too seriously IMO.
Still, I like the brand and own 2 myself (alongside 6 Rolexes).