If those are JoyTech hubs, thats basicly the same company that makes Novatech wheels and hubs. JoyTech is just the low end stuff and as such is inexpensive and common as OEM on some bikes.

That said - the cheapest and most effective wheelset upgrade you can do is to check the bearing cones and, if everything is concentric, properly lubed and adjusted and in good condition - just put on the best road slicks you can afford. Great tires on a mediorce wheelset will still outperform a higher end wheelset with lousy tires.

Otherwise IMO you could easily end up spending hundreds (or thousands) of dollars for another wheelset and still won't get the most out of them without a decent set of tires.