Guitars are such individuals. I think both are on par with each other. It comes down to specific individual guitars. I owned a Grosh that was truely something special, and owned a Grosh that was pretty dead sounding, couldn't sell it fast enough. Same with Fender Custom Shop
I lean towards Grosh. But love Fender, too. They have really ramped up the CS stuff and the price points are all over. For the higher end I prefer the smaller builder like Grosh, Suhr & Tyler. But Fender build at the CS level is typically great, maybe 80/20. Their production build are 50/50, imho.