Only have Deep Cut stuff at the moment, but will be looking at Urbanmatz for one shortly.
The only advice I can give you is: stick with something very simple as the pattern. You want to get your money's worth out of your mat, and that means using it for a variety of games. The last thing you want (unless you can afford a half dozen mats) is large printed items on the mat. The more chunky art thrown on the mat, the more you have to cover up or ignore when playing other games. A lot of company's try too hard with the art. In the end your models/terrain look silly on some mats because they put so much contrast/stuff drawn on the mat. FAT mats used to be really bad about this (and their art was very poor compared to other companies - not sure if it's changed since they lost the mats from Table War or whatever).
So I suggest the more plain mat, at least as a good generic cover-all mat. Also, certain companies look like they have much better art than others. PWorks for example has some absolutely terrible artwork on some of their mats (looks like someone designed them using Microsoft Paint). Deep Cut generally has excellent art/print quality. They also have a nice thing which shows a 25mm base on their mat so you can see the scale of the print.
My favourite mat I own currently (and I've owned a couple) is the Steppe pattern mat from Deep Cut.
http://www.deepcutstudio.com/product/wargames-terrain-mat-steppe/
Here it is set up for my Old West game:
Why? All the reasons I listed above. Simple, medium colour - meaning it works for Old West and greener areas. Some rocks, but no boulders or skulls or flaming chasms, or lava flows etc. Supremely versatile. In the future I'd like to get a water mat of some sort, and a crumbled/street mat. But if you're starting out - get something simple and versatile.