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@Amey but are they actually made in the UK?
Rims / hubs? Or is it all Far East with a sprinkle of social media (check us out in a windtunnel or using a computer software for aero-ness) and good customer services (aka UK stocks for immediate replacement if they fail)?
I am just trying to understand how much better they can be if the rims and hubs are similar to Aliexpress one, that's all.
As @Jaap said - have they just got a dude flying to the factory once a quarter to check that there are enough carbon layers and they are pretending to just produce those bespoke rims for them?
Comparing (Chinese) apples to (British) apples I think the parallel to draw would be Lightbicycle and an LB wheelset costs about £750 delivered in the UK.
Even at full price Hunt are good value in that comparison because you get the customer service and support thats relatively easy to reach.
At £775 they were a steal, so I bought a set.
Plus they tick quite a few of the boxes, adaptable hubs, centrelock etc.