Often better code takes only marginally longer or even less time since you aren't having to deal with all the extra complexity that tends to be a part of "modern" development.
The complexity is of our own making. We spend too much time on this extra cool and extensible way to use json and xml in case we even want to run on a quantum computer in in 50 years or avoid a simple recompilation when we need to change a constant that will likely never need to be changed when we should have been spending that time on more important things.
Do you know of organizations where an internal drive for excellence is cultivated? Where technical people communicate directly across hierarchy levels and horizontally? Maybe even outside the company?
[1]: People who are relatively close to the customer and not the implementation. Those people don't tend to understand how efficient some things are because they can't estimate how long something should take from lower principles which they have a benchmark for. This makes them much happier software users.