From 1981, Sinden starred in the Thames Television situation comedy, "Never the Twain". He played snooty antiques dealer Simon Peel who lived next door to a competitor Oliver Smallbridge (played by Windsor Davies). The characters hated each other and were horrified when they discovered that their son and daughter were to be married – thus meaning they were related. Despite a lack of critical acclaim, the series was a TV ratings success and ran for 11 series until 1991. One episode in 1990 ("A Car by Any Other Name") had Sinden being literally picked up by two police officers who were played by his own actor sons, Jeremy and Marc. His wife, Diana, appeared in the last episode.