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£60 is quite good for the rim of its caliber. Kinlin sells for £45-60.
Hunt sells rebranded Kinlin and Alex for £90. Stock models. Hope sells Sun ringle Oem's for £90.
Say for example Hed belgium sells for £150. Eternity with same dimensions and taller braking surface sells for £60. Hed has a little bit nicer finish. And funky logos. Is all that worth £90 quid extra?
And yes, rims from Brands using eternity as a maker go for over a £100.
Also for reference, Pacenti is made by Alex rims and they sell for £90.
£60 sounds a bit high for a OEM to me. Are the 'big names' selling them for £150 then? For aluminium rims that is