I owned both, at different times, actually one right after the other. I had the UM3x, and bought into the whole - "It's nice but it's too polite" comments. I sold it and got the W3, which was punchier in the bass, brighter on top, and had the wow factor - for about 15 to 30 minutes, then it was just fatiguing. I sold the W3, and moved on to try other things, and have finally settled in with a pair of customs for iem use. If I was ever to go back to universal iem's, I would either get the shure 535 with removable cable, or if the UM3x now comes with a removable cable, I would strongly consider repurchasing it. The 535 and UM3x are different sound signatures, but both are non-fatiguing to me (I actually base my shure comments on the 530) and have pleasant, accurate signatures.
Summary, IMHO of course:
W-3 is bright, full in the mids and punchy / boosted on the bass
UM3x is a more flat, neutral natural sound signature, and one that can be listened to for a longer period of time without fatigue.
If I were buying Westone universals again, I would get the UM3x (only if it has removable cables, the UM3x and W3 have kinda crappy cables), over both the W3 (from experience) and the w4 (from comments I've read - it just doesn't sound like "my" sound preference).