I just got some gorgeous Stubben ones, they were £80 but I consider that worth it as my previous ones lasted 15 years and are still going strong! The rubber does have some wear, but the leather is like spanking new, no cracks, no fading.
The only reason I am replacing them is that I wanted some narrow soft rubber ones for dressage as opposed to the current ones, which are wider with the big pimples for XC/jumping.
The new ones seem to be the same quality, the soft grip is still grippy despite not having big pimples. They are simply lovely.
Some things I economise on, such as indoor rugs, but bridlework I think if you buy cheap you buy twice or three times.
I have Jeffries Bio-grip reins, I love them. Again not cheap but should last years (if you don’t let your Horse step on them, my very expensive mistake, so now I have one and a half sets.???)
I had a pair of the "Equus" ones...... loved them, but then somehow lost them, and they've never reappeared in spite of a tackroom clear-out!
Also, depending on how adventurous you are feeling and what sort of riding you want the reins for: have a look at some of the Endurance riding sites as they have some nice-and-bright synthetic reins with soft rubber grips! Although appreciated that this might not be everyone's "thing".......