When I get my first Rolex, I had not even heard of Panerai. I was exposed to the watch through the internet and at that time, I too do not understand why people will like the watch. It was until I saw and feel the watch(the real thing) that I become attracted to it. Well, it is those "love at first sight" feeling. Either you get it or you don't. Nothing to understand about it. FYI, I'm now more of a Panerai than a Rolex guy.... Next is AP...