IMO, DT Swiss are the gold standard for hubs but cost a bit more than Novatec hubs. I've owned DT Swiss 240 and currently have a wheelset with 350 hubs. I prefer the DT Swiss star ratchet free hub system over the more common pawl system that is in most other bubs. The star ratchet is a solid, reliable design, that's very easy to maintain.
I've not owned a set of Novatec hubs but I believe complaints are rare. Several forum members have ordered wheelsets with Novatec hubs. They appear to be a good hub for the money, Hope Pro are another popular option as well.