What Stubaca said. I always upgrade the wheels when I get a bike.
My wife's Strada ( a $700 bike) has top of the line Open Pro ceramic rims with Ultegra. I got a great deal on them, but you should see what that shop
wants for wheels like that now. Ouch! Definitely upgrade at time of sale. I use CXP33 rims, which are great, but there are a couple Velocity rims that are almost as tough and cheaper. We can make a mess out of most rims.