Darko - to remove or reduce the reflections in your rendering go to your Display Manager - right click on Scene - Edit Scene - Illumination - and then adjust the Scene reflectivity. Have PhotoView 360 loaded before doing this or the Illumination tab will not be visible.
I had your problem too. It seems that some materials have a default reflection fi you place them face to face. Do not place "color" texture on two objects that are near each other. You may place a "mate rubber" material and then modify it's colour from the display manager. That will eliminate the reflction for sure
As Bacrau Mihai says some materials have a default reflection. You need to download a picture of the color or texture you want and add the appearance to your part by converting the jpg, png... to a p2m format. Reflection will be gone.
Creating SOLIDWORKS Custom Appearance: http://www.javelin-tech.com/blog/2015/05/solidworks-custom-appearance-files-video/