Simple Insert Err

I am trying to do a simple insert 3 items into 3 colms the table has 4 the 4th is an identity with a seed of 1

I am getting this error that i need an explicit val for the key


TABLE SCRIPT :

GO
/****** Object: Table [dbo].[Company] Script Date: 03/30/2006 17:48:22 ******/
SET ANSI_NULLS ON
GO
SET QUOTED_IDENTIFIER ON
GO
SET ANSI_PADDING ON
GO
CREATE TABLE [dbo].[Company](
[idCompany] [int] IDENTITY(1,1) NOT NULL,
[CompanyName] [varchar](50) COLLATE SQL_Latin1_General_CP1_CI_AS NOT NULL,
[Abreviation] [nchar](10) COLLATE SQL_Latin1_General_CP1_CI_AS NOT NULL,
[Sol] [varchar](10) COLLATE SQL_Latin1_General_CP1_CI_AS NOT NULL,
CONSTRAINT [PK_Company] PRIMARY KEY CLUSTERED
(
[idCompany] ASC
)WITH (IGNORE_DUP_KEY = OFF) ON [PRIMARY]
) ON [PRIMARY]

GO
SET ANSI_PADDING OFF
--SHOULDNT NEED THIS :
--SET IDENTITY_INSERT dbo.Company ON



INSERT INTO COMPANY
VALUES('AmericanExpressCheck','Amex','ax')


Msg 545, Level 16, State 1, Line 2
Explicit value must be specified for identity column in table 'Company' either when IDENTITY_INSERT is set to ON or when a replication user is inserting into a NOT FOR REPLICATION identity column.