100% is a bit much. Your card might take flight. haha. As mentioned above 80% or less may be sufficient. You can only move so much air over that cooler, anything extra will just be a waste. I'd lower it to 80% and see what it reads, then lower to 75% and keep going until you see the heat spike again.
80C+ is fine for graphics cards. My 5870 climbs over 80C in DX11 games all the time. I turned up the fan to keep it under 80C, but it really didn't take much to do that.