The reason this is such a confusing concept is that lumens and watts measure different things.
Lumens (indicated by lm) are a measurement of the total amount of visible light to the human eye from a light source. The higher the lumen rating, the brighter the luminaire will be.
Watts is a measurement of the energy used to power the luminaire. The higher the bulb wattage, the less efficient the bulb is in conserving energy.
In simple terms: