White Industries hubs are definitely nicer than Novatec hubs, but Novatec hubs are not bad. I have been riding a wheelset with Novatec hubs that I built as test wheels with 20f/24r spokes and Kinlin XR-270 rims (1456 grams). I personally like the Kinlin 27mm rims better than their 30mm rims.

Instead of Ultegra/Open Pro I would consider an Ultegra/Velocity A23 wheelset. Wide rims are really nice to ride. I put lots of miles on A23 rims and loved them. Ultegra hubs will last forever if maintained. Novatec/A23 is also an option.