Baffled by wheel upgrade options

Hi there,
As a relatively inexperienced cyclist I've officially now caught the bug and want to spend some money to improve to my bike. I'm looking to take on London to Lands End next year with 3 days of 100 miles and also enter some sportives but I mainly aim to do longer social rides than actual racing. I'm 5'11 and approx 80kg.
I bought a Cannondale Supersix 105 last year (Which I'm really happy with) and everything's standard apart from upgrading the tyres to Continental GP4000 S recently.
I've now spoken with three different local bike shops about wheel upgrade options and have received differing advice in each. Not wanting to really spend more than £600 I figure I can get a massive improvement on the Shimano RS10s the bike came with but one shop has recommended SRAMs, another Mavic Ksyriums and another Fulcrums. Having not ridden any of these and wanting good value for money that will last is there another options I should consider or can anyone recommend one of these over the others?
I also understand Mavic's new range are out shortly and therefore wanted to know if it's worth waiting until then to buy in case they make improvement to the Elite?
Any pointers/advice would be really appreciated
As a relatively inexperienced cyclist I've officially now caught the bug and want to spend some money to improve to my bike. I'm looking to take on London to Lands End next year with 3 days of 100 miles and also enter some sportives but I mainly aim to do longer social rides than actual racing. I'm 5'11 and approx 80kg.
I bought a Cannondale Supersix 105 last year (Which I'm really happy with) and everything's standard apart from upgrading the tyres to Continental GP4000 S recently.
I've now spoken with three different local bike shops about wheel upgrade options and have received differing advice in each. Not wanting to really spend more than £600 I figure I can get a massive improvement on the Shimano RS10s the bike came with but one shop has recommended SRAMs, another Mavic Ksyriums and another Fulcrums. Having not ridden any of these and wanting good value for money that will last is there another options I should consider or can anyone recommend one of these over the others?
I also understand Mavic's new range are out shortly and therefore wanted to know if it's worth waiting until then to buy in case they make improvement to the Elite?
Any pointers/advice would be really appreciated

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Posts
If you want something that looks good I would recommend the Mavic Ksyrium Elites and the Fulcrum Racing 3. They are reasonably well priced and light.
But, if you want something for touring (like your planned 3 day jaunt) I would get handbuilts. If you break a spoke on your factory builts during the ride you will need to call it a day whilst with a handbuilt you can always pop in to a cycle shop and replace it or even better replace it yourself during the ride if you take a spare spoke or 2.
Commuting / Winter rides - Jamis Renegade Expert
Pootling / Offroad - All-City Macho Man Disc
Fast rides Cannondale SuperSix Ultegra
I hope your 'massive improvement' isn't based on what the shop told you. As far as I can see, RS10s weigh about 1.8kg for the pair. You might save 400g with new wheels but I often switch between 1.8 and 1.5 kg wheels and I wouldn't say the difference is massive - and it is most noticeable directly after a swap (ie the relative weight is more noticeable than the absolute). The light wheels do feel nice to be fair but it doesn't even really translate to any clear gain in average speed.
^^ This. If you pop a spoke on most factory built wheels then your tour will probably be over. There are very few spare spokes available in any LBS and, with low spoke count/high tension wheels, you may not be able to finish the stage let alone the tour.
Grill, one of the bike shops said the Elite S would be an improvement but as you say I've also seen an overview online and there was no mention of this.
Thanks for the advice on customs Gabriel, hadn't considered them as I don't really know enough about what's best for my needs.
Is it fair to say that a discounted 2012 model might be a good way of getting a lighter/higher spec wheel as the 2013 range is released?
Like many I know that hand-built is the way forward when looking at price/performance, but I like the comfort of knowing I have factory built wheels in case things do go wrong. Silly perhaps, but just one of those things.
Give Derek a call, discuss your needs and I'm sure he'll come up trumps
I have a really light front wheel with an Extralight hub, IRD cadence rim and CX ray spokes, it is 100 grams lighter than my Ksyrium Elite but still incredibly stiff and very stable (not needed trying in 18 months)
I've just sent my powertap hub off to be built onto the same rim/spokes...
ABCC Cycling Coach
If you want comfort if things go wrong, you are almost certainly better off going for handbuilts.
The day I'll decide to upgrade my disc fitted wheels, I'll probably ask Royce for a set of new hubs, rather than foraging for the lightest piece of junk money can buy.
Unfortunately the general perception is that lighter is an upgrade... sometimes it's not, sometimes it's just lighter censored .
The downside of standard wheels fitted on most bikes off the peg is not in their weight, but often in the fact that the spokes are made of cheap steel, the hubs have rubbish bearings, the nipples are made of inadequate alloy and the rims are censored and have loose tolerances. The problem is not the 2 Kg... one can build a 2 kg set of wheels on Dura Ace hubs and good quality rims/spokes which are a dream to ride, even uphill!
ABCC Cycling Coach
Specialized Roubaix SL3 Expert 2012, Cannondale CAAD5,
Marin Mount Vision (1997), Edinburgh Country tourer, 3 cats!
I also had the same mindset about going for big brands over handbuilts but that's only based on my lack of knowledge. Also just figured something bespoke would be more spendy.
Thanks for the suggestion about extra spokes though unixnerd, don't want to be stuck in the middle of nowhere and forced to take a train home!
Current list:
Mavic Cosmic Elite - 'cause I like the look of them (yes, I can be that shallow)
Fulcrum Racing 3 - look kind of like the Cosmic's, but come in at 1500gramms
Mavic Kysrium Elite - seems to come in top of all online reviews
Wheelsmith.co.uk - ring them up, saying I like all of the above and what could they do/recommend?
Also, saying that - the Fulcrum 3's are seemingly hard to find at the moment, must be new stock on the way.
I have just taken into parts an Easton EA90 SLX for a rebuild (worn hub ratchet)... I was actually surprised by finding a decent build, tensions were spot on, only downside the rear non drive side has bent spokes by design, which is probably the reason of many reported snaps...
Anyway... nice wheels, but in essence they are exactly the same as a set of Velocity Aero Head with double butted spokes... just with bigger logos... the price of the Easton is much much higher though. You can find the former for 300 pounds while for the Easton you are looking at well in excess of 400.
Save your money, get the Velocity and buy some big stickers
Those.
Just saw my mate's 1100g Campagnolo Boras this morning. I'm not spending enough on my bike......
Specialized Roubaix SL3 Expert 2012, Cannondale CAAD5,
Marin Mount Vision (1997), Edinburgh Country tourer, 3 cats!
http://www.wheelsmith.co.uk/faq
ABCC Cycling Coach
Was in an Evans store yesterday and so asked their advice and the guy threw Eastons in the mix which I hadn't looked at.
I didn't think I could actually get handbuilt for the budget but will call Wheelsmith for their advice.
Thanks all