We report a series of structurally related Gd(iii) complexes designed to modulate the exchange of the coordinated water molecule, which is an important parameter to be controlled to achieve optimal performance of contrast agents for application in magnetic resonance imaging (MRI). The ligands contain a DO3A scafold functionalised with 2'-methoxyphenacyl or 4'-methoxyphenacyl groups (DO3A-oMAP and DO3A-pMAP), a 2'-aminophenacyl group (DO3A-oAnAP) or a 2',4'-dihydroxyphenacyl moiety (DO3A-DiHAP). The results are compared with those obtained previously for the analogues containing 2'- or 4'-hydroxyphenacyl groups (DO3A-oHAP and DO3A-pHAP, respectively) and the parent system with an unsubstituted acetophenone pendant arm (DO3A-AP). 1H NMR studies performed on the Eu(iii) complexes show that ligand functionalisation causes a very minor effect on the relative populations of the SAP and TSAP isomers present in solution, with the SAP isomer representing 70-80% of the overall population. The emission spectra of the Eu(iii) complexes confirm the presence of a water molecule coordinated to the metal center and point to similar coordination environments around the metal ion. The analysis of the 1H NMRD profiles and 17O NMR data recorded for the Gd(iii) complexes evidences that water exchange is modulated by the ability of peripherical substituents to establish hydrogen bonds with the coordinated and/or second sphere water molecules. DFT calculations were used to model the transition states responsible for the dissociative water exchange mechanism, providing support to the crucial role of hydrogen-bonds in accelerating water exchange.