I realize everyone has their own preference, but I have recently started switching all my optics to Vortex.
For the money, I just don't know of another brand out there that can compare. They are some of the best glass you can get. But what makes them head and shoulders above the rest is the VIP warranty. No matter what the reason is for damage, they will fix or replace them for free. Run over them with the truck? Free replacement. Wife drops them out of the tree stand? Free replacement.

Just some info I'd thought I'd share with some hunting friends.