Yeah, so those are 60€
the rulers are regular 9" strips of cardboard, and the markers....well, some of them look lazily designed. Mystic Shield for example. Seriously? a text saying "mystic shield"?
Look at these ones: IMO they are very good. Just download them, print them, and use a paper laminating machine to make them a bit more durable.
http://www.tacticalsuicide.com/wp-content/uploads/2015/08/ageOfSigmar_basicCounters.pdf
http://www.tacticalsuicide.com/wp-content/uploads/2015/12/ageOfSigmar_extraCounters.pdf
Or these ones:
https://billsravingrant.blogspot.de/2015/09/markers-for-age-of-sigmar.html
There are lots of others on the net, too, and I'd almost say all of them look better than GW's ones.
Or do this with them:
http://www.tacticalsuicide.com/2015/08/make-your-own-gaming-tokens/
At least the counters look pretty cool, but... meh. I have gotten used to my piece of paper. The good thing about it is that I can see the history of what I wrote down so if something is wrong I can trace back where we counted wrongly.