I only have a couple rifles, and nothing too expensive so I've never felt the need to spend much on optics. My favorite though I got as a gift is a Burris Shortmag 3-12 I believe with the ballistic plex reticle on my Win Model 70 in 270WSM. It's a hefty round for where I use it in small woods, but with that scope if I ever took a trip out west for Elk or something I would have to worry. It's clear, bight, short and light weight.
The newest one I bought after I bought my first muzzle loader last year, a CVA Optima Elite. I also got to pick a centerfire barrel and got a .243. Again I didn't want to spend much, but found a Simmons Prosport 4-12 with an quick adjustable objective and eye piece. For $100 bucks, you can't beat the features. I haven't taken it to the range yet though.

