Ive got a pretty wide variety of optics in the safe.. Im not particularly brand loyal.. Im much more motivated by who makes something that "fits" the purpose of the rifle I intend on mounting the scope on... that is within the price range Im willing to spend for that particular rifle (I might put a nice euro scope on one of my higher end rifles.. but wouldnt likely mount a $1200-$2000 scope of a $350 "truck gun", etc..)...
all that said, most of the scopes I currently own are Swaro, Zeiss, or Leupold....
For many years I leaned hard toward zeiss before considering other options... but between guidefitter (where swaro offers significant discounts) and leupold VIP (discounts for public servants, veterans, etc) and the pricing I can obtain through those programs.. 9 out of 10 times these days I buy leu or swaro...