If your going to upgrade from a nice GTX 770, then you should get the current Gen which gives you the best 'performance' for the SAME cost. The pricing of GTX cards get really close to one another generationally speaking, to get people onboard with the newest than make a 'high demand' market of 'older' generation cards.
The 1060 has served me very well coming from a 680m, and really no reason to go HIGHER if your not planning to do triple screens or 4+K displaying (though the 1060 can do 4K).
Check www.partpicker.com for prices in you area.