Imaginary numbers are associated with any transformation that when applied twice, reverses the direction of everything. Or alterrnatively, a transformation that swaps two values and changes the sign of one of them. There are lots of these, many of them so obvious we don't even notice what they're doing, or that there is anything strange about it.
The most familiar is probably rotation. Rotating a plane shape $90^\circ$ seems like a trivial operation. Do it twice, and the resulting $180^\circ$ rotation negates both coordinates. It is the same as multiplying by $-1$.
With oscillations, the process is differentiation. Differentiate the position to get the velocity, differentiate the velocity to get the acceleration, and this is proportional to the position, negated. The force is opposite the displacement, pushing it back towards the centre. $\frac{d}{dt}\frac{d}{dt}x=-\alpha x$. And when moving in a circle, the velocity is at right-angles to the position, and the acceleration is at right-angles to the velocity, pointing back to the centre. So again, we have an operation applied twice giving the same result as multiplying by a negative number.
It's just part of the algebra of 2D space. (Or more generally, of linear algebra, of which multidimensional space/geometry is the most obvious physical example to us.) We can make up any 2D linear transformation from linear combinations of four basic transformation types:
Scaling:$\pmatrix{\alpha & 0 \\ 0 & \alpha}$
Reflecting: $\pmatrix{\beta & 0 \\ 0 & -\beta}$, $\pmatrix{0 & \gamma \\ \gamma & 0}$
Rotating $90^\circ$: $\pmatrix{0 & \delta \\ -\delta & 0}$
The 'numbers' we identified first in geometry were the scaling transformations. We got them from Euclidean geometry, as the 'lengths' of lines, but even given the massive clue this provided, we threw away all the information about a line's direction and concentrated on its magnitude. We only looked at the scalar part, and called these 'the numbers'. But they are really only part of a bigger structure of 'geometrical numbers' (mathematicians call it a Clifford algebra), and the other parts sometimes play a role in physics too.
Particularly interesting are combinations of the first and fourth matrix above.
$\pmatrix{\alpha & \delta \\ -\delta & \alpha}$ which we write as $\alpha+\delta i$.
These transformations scale and rotate through any angle. And any scale-rotation followed by another scale-rotation yields a scale-rotation. They form a closed algebra, another complete number system inside the geometric numbers. We did not, at first, recognise them as such. We only knew about the scalars, and these strange new things didn't quite follow the same rules, so at first we questioned whether they were really 'numbers'. But the maths turned out to be so elegant and so useful that we eventually came to accept them as a sort of convenient fiction. We still didn't believe in their physical reality, though, they were seen as just an elegant calculational tool. It took a very long time to realise they were actually an old friend in disguise - that they are those bits of plane geometry we threw away when we dropped directions to concentrate on just the magnitudes of lengths and lines as our 'numbers'.
(Those other two matrices above that I didn't mention have applications too - that path leads to the world of vectors, which are also 'numbers'. But that's another story...)
There are lots of applications of linear transformations that negate when applied twice. Sometimes, we use complex numbers to represent them, but very often we don't. We treat the magnitudes and directions separately, and combine them with some different machinery (e.g. using coordinates and matrices as I did above). Usually when we do that, we don't even notice them. So we can continue to believe that the world is made up only of 'real' numbers, and the imaginary ones are truly imaginary, or tucked away out of sight in some Platonic ideal realm of mathematics, that we can only perceive indirectly by the shadows they cast.
Complex numbers (and their generalisations to higher dimensions) are involved in anything that uses the geometry of more than one dimension, which is pretty much everything. But because we can always take out the directional bits of geometry and treat them separately, it is completely optional whether to use them and so we usually don't notice they're there.