Case has been answered via phone by MS support team.
For reference for others - in my case it's OEM windows so I have to contact manufacturer of my laptop.
I think you will find Lenovo no longer carries Windows 7 Recovery disks.
Read this on what to do now:
Microsoft does not supply Windows 7 ISO downloads for preinstalled operating system Product Keys for Dell, HP, etc. machines
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If preinstalled, you can also contact your Laptop/Computer Manufacturer and ask them to send you a set of Recovery Disks.
They should do that for a small cost, IF they still have them available (Most don't).
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You can also borrow the exact same edition of Windows 7 Retail DVD and use your Product Key on the COA sticker to reinstall the operating system.
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Or you can use this for preinstalled OEM or Retail Licenses
Download the correct ISO file and make your own disk and use the Product Key that is on the COA Sticker.
Download: Windows ISO Downloader.exe
Version: 6.00
Release Date: 11 April 2018 (to be released tomorrow)
Requirements: Windows 7 or newer, .NET Framework 4.x, Internet Explorer 8 or newer.
Important: As of Version 6.00, we're adding back an experimental feature to generate links for Windows 7 and Office 2010. Generation of new links for these products is throttled, and not every download is always available in every language. New links are generated on a first come first served basis, with users who enable the idle resource donation getting preferential treatment. If you have further questions, please use theWinCert Forum to get in touch, so that other users can also benefit from the discussion.
And here are instructions on how to burn ISO images to disk:
http://www.snapfiles.com/get/ISORecorder.html
You change the Boot Order in the BIOS to be able to boot from your installation media:
How to Boot Your Computer From a Disc or USB Drive
Then do a clean install:
http://www.sevenforums.com/tutorials/1649-clean-install-windows-7-a.html
The COA sticker is either on the underside of the Laptop or in the Battery Compartment.
With a Desktop it is either on the side, rear or top of the Computer Case.

Using the downloaded ISO file Method may require phone Activation.
If it does require phone Activation, do not follow the Auto Prompts, but hold on for a real person to explain to as to what has been done for re-installation purposes
"How to Activate Windows 7 by Phone"
http://www.sevenforums.com/tutorials/18715-activate-windows-7-phone.html
The above method also will require you to go to your Computer Manufacturer's website > Support and Downloads Section > locate your Model Number and Operating System > then download and install the latest Drivers for it.
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Using the USB method in conjunction with the above Windows 7 download:
http://www.sevenforums.com/tutorials/2432-usb-windows-7-installation-key-drive-create.html
"How to Get and Use the Windows 7 USB/DVD Download Tool"
http://www.sevenforums.com/tutorials/31541-windows-7-usb-dvd-download-tool.html
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Or reinstall 10:
Find the Windows 10 media creation tool on the Software download page
"Start fresh with a clean installation of Windows 10"
https://www.microsoft.com/en-us/software-download/windows10startfresh
Reinstall Windows 10:
https://support.microsoft.com/en-us/help/4000735/windows-10-reinstall
"How to Clean Install Windows 10"
http://www.tenforums.com/tutorials/1950-windows-10-clean-install.html
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How to Create Bootable USB Flash Drive to Install Windows 10 from
This tutorial will show you how to create a bootable USB flash drive that can be used to installWindows 10 with or without UEFI.
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When your free upgrade to 10 was originally activated Microsoft will have kept the Hardware Configuration details of your device on their Servers for recognition purposes if you have to reinstall 10.
"Activation in Windows 10" (Digital entitlement)
https://support.microsoft.com/en-au/help/12440/windows-10-activation
Cheers.