running your fan faster isn't that bad but it will reduce the life, how much i do not know.
Some GPUs can run hot, my old 8800GT would run at 90 and it was ok ( i didn't like it that hot but it seemed to cope ). Contact the manufacturer and see what thay say is the normal temps.
I would invest in a tin of pressurised air and occasionally clean your GPU as dust buildup can increase temps.
Also does your case have a good airflow?
Having a pci slot fan that exhausts hot air or a side fan on your case can reduce your temps as well, even if its a few deg.
Hope that helps a little