It's fairly ironic, since Shimano actually makes fishing reels, but their hubs do tend to be very quiet. I recently build a set of wheels with Velocity A23 rims and Ultegra hubs. Those are quite silent. I've got 105 and Tiagra hubs on some other wheels. The 105 are about as quiet as the Ultegra. The Tiagra make slightly more noise but are still quieter than any non-Shimano hubs I've heard. The Tiagra are a great value.

For rims, I'm very pleased with the Velocity A23. They're nice and wide, but not too heavy. Build them up with 36 double-butted spokes and you'll have a bomb proof wheelset.