Ive used almost every brand when it comes to Nvidia cards. For air the MSI or Asus card are the best, normally the cheapest of the two is what ill go with or look at the specs and get the best of the two. For water cooling it reference Evga cards, they always seem to overclock the best of all brands when pushing the limits for me.
Side note HistoriaPotentia..... MSI afterburn can be used by any brand and with amd cards as well not just MSI cards