Another vote here for Wholly Kaw King of Oud. The first time I used it I thought it was too strong, but now I love it.
There are so many great oud fragrances, and so much variation among them that it is best to just sample as many as you can get your nose on. The Jo Malone one you mentioned is quite nice, as is the AdP oud that the learned @Marco mentioned above. These are both representations of "western" oud fragrances that smell great and probably won't offend too many people.
There are a lot of "non-western" oud fragrances that are perceived as skanky, pissy, animalic, cheesy, etc. Xerjoff makes some nice ones in this category in their Oud Stars line (Zafar, Zanzibar). Dusita Oudh Infini is worth trying just to see how far your tolerance for skank goes. From there, you can always get some pure oud oils to see how different ouds smell from different regions of Southeast Asia.
Good luck!
I'm no expert on the genre and I'm not entirely sure I love it as the Oud often seems like a bit player in a flowery scent or one that is just too sweet for me. I've sampled a few of the pricier ones mentioned some are quite nice a few may lean unisex but are not that potent that you could pull off and enjoy. I've always liked Floris products so I blind bought their Leather Oud and quite enjoy it will likely even pick up a backup which is rare for me. The Montale/Mancera lines if I'm not mistaken kind of started the western Oud craze and are in that mid price range and many of the offerings are quite potent. Plenty of budget friendly ones around as well if your just looking to dip your toes in.
Have you tried Zaharoff Signature Pour Homme? If not, I strongly recommend it. I think you can get a free sample from his website. The oud is definitely there, but not overpowering. Think aromatic fougere with oud in the background.fougere type scents
Good luck with the search but just to clarify though Baccarat Rouge 540 while it has some flower it leans to some form of sweet oriental and is not a Oud. It's the thing to help sales many including ones from this thread have very little to do with Oud even if the synthetic form is listed in the notes jdp93 touched on what they can be like. Jacques Bogart One Man Show Oud Edition might be very cheap in price but is a great bang for the buck. Quite a ride for a synthetic Oud cheapie.
Well beyond my level of expertise but you may want to try some real ouds. Powerful. Spiritual. Rare and precious. My impression is that artificial ouds do not hold a candle to the real thing.