Whichever brand has BF4 without a price premium, IMO. I think XFX has a 405$ BF4 edition, although i'm not a fan of XFX. But if it's reference, it's the same anyway. Regardless you can sell BF4 for probably 45-50$ easily (i've seen the bf4 codes going for that on various classifieds) or you can keep it if you want - i'd probably do the latter because BF4 is a great game.
You'll want non reference if you want to overclock, those will not be available until middle of next month. You can get an alternative if that's important and you need something now (eg a GTX 780 OC). The 290 as is will not have excellent OC headroom, you might be able to get a little but it will likely necessitate raising fan speed quite a bit.
What I wouldn't do is bother with an accelero or 3rd party cooling solution. Those things are stupid expensive, up to nearly 80-100$ and by the time you spend that much, you can just get a better card anyway. Waste of money. Water is only an option if you have an existing custom loop and would WC anyway, otherwise a custom loop costs well over 500$ if you make a good one. Anyway, If you wanna wait for an overclocking card, those should be out mid-December as mentioned in the form of non reference models.