As djj55 suggested, if you have a default on col1, you can simply insert col2 and col3, and col1 will be automatically populated.
Another option is to insert the data from Excel file into a staging table, and then insert the data from the staging table to your final destination table.
INSERT INTO YourFinalTable
(Col1, Col2, Col3)
SELECT NEWID(), Col2, Col3 FROM StagingTable
How are you importing the data from Excel into the database table if you had data for all 3 columns in the excel file?
If you are using SSIS, you should be able to generate a UUID using an ExecuteSQL task.
Alternatively, you could write a VBA macro in Excel to create the UUID and insert the data.