I don't know if they have gotten as far as the US of A but the brand "Heller" make better lasting drills and bits
Frontpage | Heller Tools GmbH
Alternatively perhaps a company like DeWalt might have better lasting products.
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The key to all drill exercises is heat and swarf control.
Use cutting oil such as "Rapid Tap"
Relton Corporation - Home
(Looks like they make nice drills too)
Even ****ty quality drills last longer with decent cutting oil and some careful use.
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Colbalt drills are also nice - but you must remember to make sure you drive them at a reduced speed - if they get too hot the coating doesn't work any more - yet again the way to control that is through speed and lubrication