Most dealers (especially the older they are) have no idea and don't care to learn about Panerai. All they see is Rolex, because that is literally all they know. If you don't have one you do not have a nice watch in their view. My local jewelry store located in a good part of town had little idea what trade value on my Panerai would be, and "would have to research it." Of course had I mentioned a Rolex, it wouldn't have mattered what model I mentioned - they probably had a number.
I realize if you're going overseas or most places in the world and you have a Rolex on your wrist, you have the means to effectively use that as a form of currency in an emergency. I get that. In terms of "normal" wear though c'mon, if you take yourself seriously as a watch dealer or repair person and you are unaware of or dismiss Panerai you become questionable in terms of your overall expertise. It is a major brand along the lines of Rolex, Patek, IWC and others. Whether or not you as a dealer place them there is irrelevant; the market already has.