A pulse measurement system of a vehicle includes at least one vehicle device and a pulse measurement apparatus. The vehicle device is configured to recognize a user who rides in the vehicle and to provide information of the user. The pulse measurement apparatus is configured to recognize the user based on the information of the user received from the at least one vehicle device, to set a frequency band of a filter to a first frequency band or a second frequency band based on information of the recognized user, and to detect pulse information of the user based on a signal extracted from the signal reflected from the user by the filter when measuring a pulse of the user.