Assuming it has to be something inherently collectible, probably vintage cars. I really like old cars, and they’re something just about everyone will ooh and aah over when I take one out for a drive.
Rare books. I already have a book collection, some of which consists of relatively rare and interesting first and limited editions, but I drool over some of the real rarities in my field of interest.
To invest in or for personal amusement? If the first, I’d take the advice of art experts and start a collection. If the second, first editions of the great classic cookbooks.