Recently, large permanent atomic magnetic moments have been found in Au nanoparticles capped with thiols. It is assumed that the formation of localized Au-S bonds at the particle surface induces the damping of the surface plasmon resonance and the appearance of a ferromagnetic-like behavior. In this work we will show for the first time that thioethers can also induce both phenomena, i.e., the damping of the plasmon band and the appearance of permanent magnetic moments. Furthermore, we have studied the influence of the Au-S bond strength on both phenomena using two different synthesized thioether ligands. It will be shown that, although both ligands can induce a complete damping of the plasmon band, only with one of the ligands (the one corresponding to the stronger S-Au bond) the appearance of a ferromagnetic-like order is observed. This is an indication of the extreme sensitivity of the magnetism on the strength of the charge transfer at the S-Au bond.